Research Finds 32% of U.S. Tech Marketing Executives Now Deliver Content Daily or Hourly

Oct 05, 2017

10Fold, an agency focused on B2B brand elevation, announced survey findings that revealed marketing executives focus a substantial portion of their budget on creating and delivering new content at an ever-increasing frequency. According to the research findings, nearly one-third of respondents are now producing content daily or hourly. The report looks at current and planned content marketing budgets, frequency, type, development and measurement of content programs, and found that three-quarters of technology marketers plan to generate three times more content in the next 12 months than they did in the previous year; and 42% will spend $250,000 or more in the next 12 months on content.

Beyond frequency and budgets, measuring the effectiveness of content is still a challenge for marketing executives. The research revealed that feedback from customers and sales teams are the most important ways U.S. technology marketing executives are judging content effectiveness. These answers ranked higher than the response of using marketing automation tools, indicating that soliciting customer feedback never goes out of style. 

Other Key Research Findings:

  • Social media, video, and webinars are cited as the best content "types" among all respondents
  • Top executives prefer video as a content medium
  • 44% of respondents say that lack of domain expertise is the top barrier for creating quality content
  • 99% of respondents use third parties to create at least 25% of their content
  • 83% of respondents report that third party generated content is at leastabove average
  • 80% leverage basic tools (Google Analytics) to track and measure content impact; followed by 60% using marketing automation systems