Nearly nine in ten marketers unsure of content marketing's effectiveness

Charlie Spargo's picture

A recent report by Heinz Marketing, commissioned by ON24, shows that confidence in content marketing has dropped significantly, with the majority of marketers questioning the effectiveness of their own campaigns.

Just two years ago, the situation looked significantly rosier. Only 35% of marketers said their own content marketing strategy was either not very or only somewhat effective in 2017 - that number has almost doubled to 63% this year.

What's more, two-thirds of the 150 respondents said they were not confident or only somewhat confident of the positive connection between their content and revenue results. The picture becomes ever-darker with the revelation that only 13% expressed they were "extremely confident" or "very confident" their content was driving results.

The data was revealed at this week's Webinar World 2019, during the keynote address held by Heinz Marketing.