How Many Firms Now Budget for both Influencer Marketing and Content Marketing?

Digital Marketing
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Content marketing is now so firmly established that 59% of marketers have stand-alone budgets for it. This figure is in some ways lower than expected, as HubSpot reports that 70% of their respondents use content marketing. Some firms who use content market clearly fund it from a centralized marketing budget.

Influencer marketing is sufficiently mainstream that 75% of our survey respondents indicated that they would be dedicating a budget to influencer marketing in 2021. This rate is up substantially from the 37% who claimed they would allocate a budget to it in 2017.