Forrester: Brands should embrace third parties for content marketing

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Dive Brief:

  • U.S. marketers will spend 8% of their marketing budget on content this year, with one out of every two brands increasing investment by 20% or more from a year ago, according to report on marketing content spending provided to Marketing Dive by Forrester Research.
  • While marketers are aiming to increase their content efficiency by building in-house teams, Forrester expects many to realize that third parties provide better outcomes for the price, with outside agencies also being better judges of content marketing performance. The pivot is supported by research showing only 9% of business-to-consumer marketers plan to bring content development in-house.
  • Digital agencies, social agencies and user-generated content are all expect to win bigger budgets in 2017, as marketers look for outside help with content development.

Dive Insight:

Marketers are doubling down on content as they increasingly recognize that compelling storytelling can…