The biggest challenge of content marketing

The native and performance network company Ligatus has examined content marketing in companies. To this end, 100 advertisers, agencies and publishers were surveyed, with a lack of resources being the biggest challenge facing the marketing experts surveyed. However, an insufficient budget for content creation (35%) and distribution (39%) also poses problems for companies. In addition, 34 percent stated that they had too little content marketing expertise within the company. One in three respondents also criticized the lack of clearly defined responsibilities and a further 30 percent saw a need for optimization in the strategic integration of CM into the marketing mix.

With regard to the distribution of created content, 54% of respondents stated that the marketing budget for paid distribution is too low. For 37 percent, the use and coordination of the individual distribution channels could also be improved, and in one in three companies, the online marketing team responsible for CM deals with solving these diverse challenges. In 20 percent of companies, corporate communications/PR or the marketing team is in charge.