Content marketing has moved from ‘buzzword’ territory to being a firmly established marketing discipline. In fact, marketers are now typically allocating 28% of their total budget to content marketing. But is this money well spent and why should we care?

For most, the idea of investing in content is nothing new. Good content is what makes the marketing world go around. The same has been true for decades. But since the late 2000’s, ‘content marketing’ has been creeping up the list on most marketing agendas. In the past 5 years alone, interest in the discipline has seen a huge increase of 300%.

So what’s caused this overnight demand? You guessed it: mobile. Smartphones have given people instant access to everything the internet has to offer, no matter where they happen to be. Combine this with social networks connecting millions of people, and suddenly, marketers have to rapidly adapt their content strategies to meet the demands for high quality and mobile-friendly content.

However, this apparent meteoric rise in popularity is not without its problems. Most marketers have been in such a rush to ‘plug the content gap’ that, for many, content strategy has become something of an afterthought. Here’s a shocking fact: a recent study found that 68% of marketers don’t have a documented content strategy.

Some might say, “Do I really need to put in the time? Isn’t having a verbally agreed content strategy enough?” Well, while it’s certainly better than having nothing at all, perhaps the better question is, when you’re spending almost a third of your budget on content, why would you not?

Spending the time researching and formalising your content marketing strategy is proven to have an impact on results. 53% of the most effective marketers have a documented content marketing strategy, citing better results for their content marketing tactics, social media platforms, and paid methods of content distribution.

So perhaps it’s time to take a minute from the ‘doing’ and take stock. In a fast-changing world, spending some time to make sure you’re on the right track can pay for itself. So who’s putting the kettle on then? I’m parched.