Turning the page on content marketing

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...