As the content marketing leader for an established insurance brokerage, Jane regularly provided the CMO with reports that included basic audience engagement and lead generation metrics. Yet when the CMO left for a different company and a new marketing leader took the reins, Jane and her team scrambled to deliver more value-based metrics. The new CMO wanted clear evidence of content marketing’s contribution to key marketing and business metrics.
Despite flat marketing budgets, content marketing has actually grown from 5.9% of the marketing budget to 7.4% from 2016 to 2017, according to the Gartner CMO Spend Survey 2017-2018. With increased budgets come increased expectations for results, and senior executives expect marketing budgets to support business growth and align with business goals.