Content marketing has exploded on the marketing scene this year with companies of all sizes scrambling to implement content in their marketing mix. In our present social era, customers are better informed and more averse to traditional marketing than ever before. When it comes to building relationships with these modern consumers, content marketing has become one of the most powerful tactics in a company’s marketing arsenal.

However, with so much to be gained, many companies have rushed blindly into content with no thought given to their strategy and approach. Without defined objectives, it is nearly impossible to measure the effectiveness of a content strategy. With analytics giving marketing departments so much accountability and control over their budgets, this seems like a significant step in the wrong direction.

To help marketers improve their content marketing efforts, Econsultancy set out to assess the current state of content marketing strategy and how marketers are attempting to measure their results by conducting a survey of over 1,000 marketing professionals. Pardot has put together the infographic below based on some of the survey’s key findings to create a clearer picture of where marketers are performing well and where they need to improve.

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