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Content Marketing

Marketers lose faith within the efficacy of content advertising

Marketers are an increasing number of calling into query the efficacy in their own content material advertising strategies, with simply 10% expressing confidence that they were making an impact, in step with a brand new document.

New statistics published by way of Heinz Marketing and commissioned by using ON24 reveals a yawning chasm among the techniques hired by using marketers do now not constantly deliver the expected actual-world effects together with ensuring relevant content material is read through the proper people or progressed revenues.

The study courted responses from near a hundred and fifty entrepreneurs, 63% of whom conceded that their very own content advertising approach become either useless or most effective partially so, a sizable deterioration from the 35% who determined themselves in this camp returned in 2017.


Marketers have been some distance greater confident in conversion because the unmarried largest component influencing outcomes, with 75% citing lead conversion or income opportunity conversion because the maximum critical content material engagement metric.

Joe Hyland, CMO, ON24: “Marketers put an excessive amount of time, sources, and creativity into their campaigns. It’s important that they know what content material is operating, whether or not it’s reaching its target market, and if it’s driving backside line growth for groups. At ON24, we delight ourselves on having built a platform that gives marketers with vital insights through the consumer journey and we are hoping folks that see this observe will turn to us to assist them attain all their advertising desires.”

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