Marketers see big gains from content strategy overhaul

When the Content Marketing Institute surveyed marketers last year, content strategy felt stuck in neutral — steady, but uninspired. This year? Marketers are making real moves.

In its latest survey, 97% of marketers say they now have a content strategy in place. Among them, 13% report significant gains in performance and ROI, while nearly half (48%) saw modest improvements. Thirty percent say their strategy held steady, and just 9% saw any decline at all.

That adds up to 61% reporting improvement — and while tech adoption helped (51% pointed to new tools), the biggest shift wasn’t technical. It was human. Nearly three-quarters (74%) credit strategy refinement, with 40% also pointing to team restructuring and resource changes. Other factors included better measurement (26%), budget shifts (16%), market changes (14%), competitive pressure (13%), and evolving audience behavior (10%).

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