"When the Content Marketing Institute surveyed marketers last year, content strategy felt stuck in neutral - steady, but uninspired. This year? Marketers are making real moves. In its latest survey, 97% of marketers say they now have a content strategy in place. Among them, 13% report significant gains in performance and ROI, while nearly half (48%) saw modest improvements. Thirty percent say their strategy held steady, and just 9% saw any decline at all."
"That adds up to 61% reporting improvement - and while tech adoption helped (51% pointed to new tools), the biggest shift wasn't technical. It was human. Nearly three-quarters (74%) credit strategy refinement, with 40% also pointing to team restructuring and resource changes. Other factors included better measurement (26%), budget shifts (16%), market changes (14%), competitive pressure (13%), and evolving audience behavior (10%)."
A recent survey found 97% of marketers now have a content strategy. Thirteen percent reported significant gains in performance and ROI, 48% saw modest improvements, 30% held steady, and 9% experienced declines, yielding 61% reporting improvement overall. Fifty-one percent credited new tools and technology, but the most significant drivers were human changes: 74% cited strategy refinement and 40% cited team restructuring and resource adjustments. Additional influences included improved measurement (26%), budget shifts (16%), market changes (14%), competitive pressure (13%), and evolving audience behavior (10%). Human-driven strategy changes outpaced technical adoption in improving content marketing outcomes.
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