"Increasingly, we are seeing some pretty sizable increases in budgets," said Ryan Skinner, senior analyst at Forrester and author of the report. He attributed this to several factors: the shift from traditional media to online, customers' self-directed research and ad blocking.
Forrester's report was based on an online survey of 86 senior marketers at business-to-consumer and business-to-business companies. The study also showed that firms are focused on measuring the success of their content marketing strategies.
Three-quarters of those surveyed by Forrester said they saw positive bottom-line outcomes – such as increased loyalty and reduced marketing and media expenses – due to their content marketing efforts. And, 57% of marketers said they saw positive top-line business outcomes – like increased revenue and sales.