Brands plan to increase investment in content

More than half of marketing and comms leaders expect to hire external help for producing content amid a lack of skilled in-house staff, according to new research.

Waggener Edstrom surveyed 150 marketing and communications professionals across the business, consumer and public sectors in the EMEA area for a report titled ‘Puncturing the hype and getting practical about content marketing’.

The survey found 52 per cent expected content creation would require increased agency or freelance resources.

The biggest challenge in implementing an effective content strategy was the lack of staff resources, according to 63 per cent of respondents. This was followed by lack of budget (48 per cent) and a lack of content creation expertise (41 per cent).

In order to be able to produce engaging and authentic content, 46 per cent of marcoms professionals also expressed an increased need for editorial and journalistic skills from staff.

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