The funnel is collapsing
Decision-making starts before customers hit your site, so every interaction is critical.
Scaling under pressure
Teams are expected to deliver more output while resources continue to shrink.
Engagement is slipping
Generic AI content is flooding channels, eroding engagement and trust.
Full-stack marketers come out on top
How do you cut through these complexities? Full-stack marketers own their work from strategy to measuring success. Here’s what’s top of mind.
Consistency is key
Most teams publish 10–20 blog posts per quarter, and returns flatten beyond that. The data rewards consistency, not volume.
Full-funnel content is a must
31% of resources go to top-of-funnel content (mostly video and social content), followed by 25% for middle-of-funnel content (mostly webinars and case studies).
AI goes beyond content creation
Teams use AI for 25-50% of content creation, while 10% of them are taking a more experimental approach, using AI for strategy, personalization, and data analysis.
Performance has a clear plateau
The average blog and video tops out at 1,000–2,500 views while webinars and white papers get 250–500 sign-ups. Only larger, mature companies see larger numbers.
Measurement goes beyond clicks
Engagement isn’t the only way teams assess content today — 59% measure its affect on direct conversions while 54% track pipeline influence.
Consistency is key
Most teams publish 10–20 blog posts per quarter, and returns flatten beyond that. The data rewards consistency, not volume.
Full-funnel content is a must
31% of resources go to top-of-funnel content (mostly video and social content), followed by 25% for middle-of-funnel content (mostly webinars and case studies).
AI goes beyond content creation
Teams use AI for 25-50% of content creation, while 10% of them are taking a more experimental approach, using AI for strategy, personalization, and data analysis.
Performance has a clear plateau
The average blog and video tops out at 1,000–2,500 views while webinars and white papers get 250–500 sign-ups. Only larger, mature companies see larger numbers.
Measurement goes beyond clicks
Engagement isn’t the only way teams assess content today — 59% measure its affect on direct conversions while 54% track pipeline influence.
This report brings much-needed rigor and objectivity to questions CMOs are actively wrestling with: where content actually delivers impact, how high-performing teams are structured, and how AI is changing, not replacing, the work of modern content organizations.
Chief Marketing Officer
Contentful
