Turning the page on content marketing

John Wolfe

According to the study, spending on content marketing during a two-year period showed a 73% average budget increase, with spending expected to grow 42% this year.

While content marketing is unmistakably on the rise among advertisers, it's also causing a conundrum. Marketers love the discipline, even though they're not sure how well it works and how much it adds to the bottom line.

James Steinberg/theispot.com

It's a paradox sparking a good deal of chatter among CMOs and marketers.

The discrepancy emerged in an ANA study conducted in partnership with The Content Council, titled "Growth and Opportunities in Content Marketing."

The study, released last summer, defines content marketing as "the discipline of creating content, on behalf of a brand, designed with the specific strategy...

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