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ANA: Content marketing budgets jumped before pandemic

July 15, 2020

Advertisers see content marketing as a valuable strategy, as evidenced by their plans to increase spending on its development, per the ANA and Content Council survey. The pandemic likely has dampened investment levels, but content marketing remains a viable strategy in reaching audiences that have increased their consumption of digital media and are shopping online more frequently. Content marketing provides a way for marketers to engage consumers who are highly informed about products and services with the ready availability of research and reviews on the internet. Brands can inform and entertain their target audiences with engaging content, helping to form stronger relationships with key customers.

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