Auto companies are ahead of the game with content marketing, but they need the budget to back up their ambitious plans.

The busiest season of the year is upon marketers, and most rely on the last few months to drive their annual sales. However, one industry that seems to be excelling with web marketing – automotive companies – runs the risk of puttering to the finish line of 2014.

Survey results from IMN’s 2014 Content Marketing Report showed that 25 percent of automotive companies say they don’t dedicate enough budget to content marketing. This seems to be in direct contradiction of other findings from the same report.

Brafton previously reported that auto brands were ahead of the curve with content marketing. Nearly half (46 percent) have formal strategies in place – which is more than the average across industries (44 percent). If these companies have documented plans for their marketing campaigns, it would seem likely that they have budget approved to cover the necessary time and resources.

Of course, content marketing does require dedication to drive results. Even if companies have the best laid plans, they may not reach their goals if they don’t invest in the team to produce the assets, distribute them and measure the impact.

To finish 2014 strong and start the new year firing on all cylinders, marketers need to set aside budget to cover the content strategies that will educate their target audiences and convert qualified leads.

For more information on how content marketing strategies impact the bottom line, check out these related resources:

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.