28% of marketers cite developing a content strategy as a problem. 31% need to improve quality. A full 78% need to get better at content ROI reporting. These aren't things you can just go out and buy. These are things you need a person -- and a person who knows how to use modern marketing tools and software -- to help figure out to create a more sophisticated content marketing program. (Incidentally, a lack of in-house expertise is cited as an obstacle to reaching goals by 26% of marketers, while a lack of integration is listed as an obstacle by 27%.) With the right people using the right tools, you'll be better equipped to secure more content marketing budget again next quarter.

If you're still having trouble deciding how to allocate your content marketing budget, consider mirroring how your peers have been spending it. Most marketers new to content marketing invest in a writer as their first hire, but investing expenditure in visual content -- videos, infographics, data visualizations, offer layouts -- is where 82% are spending a lot of their time.

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