Three-quarters of marketers to increase content spend in 2017

Some 74% of senior marketers expect to increase their annual content marketing budget in 2017, according to a report from Pipeline Marketing.

Additionally, nearly two-thirds (60%) of marketers indicate their overall marketing budget will increase.

The annual study of marketers’ priorities, strategies and tactics also explored the specific areas they are judged in by their superiors.

A surprising 11% of those surveyed said they are primarily judged on the vague metric of lead volume, while around half are judged on more sophisticated measures: pipeline, revenue or customer generation.

Some 66% of those surveyed profess to have at least moderate confidence in the accuracy of their marketing data. Meanwhile 22% agree that word-of-mouth referrals have the greatest impact on revenue – the most commonly supported of any marketing channel or activity.