Content is still king for online marketers

New research carried out by content marketing specialists Waggener Edstrom has revealed the growing importance of quality content marketing strategies among top agencies and brands.

The Content Marketing: Puncturing the Hype and Getting Practical report questioned 150 marketing and communication professionals working in the business, consumer and public sectors in the EMEA area to discover that more than 90% of the 82% of those with content marketing strategies believed they have significant business impact by helping increase web traffic and sales leads.

The survey found 52% expected content creation would require increased agency or freelance resources.

According to the results, 63% of respondent saw the biggest challenge to the implementation of an effective content marketing strategy lie in a lack of staff resources, with 48% pointing to a lack of budget and 41% a lack of content creation expertise (41 per cent).

Chris Talago, Executive vice president and general manager EMEA at Waggener Edstrom Worldwide, commented: “To get your customers interested, content marketing offers a way to engage your audiences and prove your business’s worth as a trusted source of information.

“As such, it has had a transformative effect on the way brands reach and retain their customers.”