The proportion of major advertisers that say they are strongly committed to content marketing has doubled over the past two years, according to recent research from the Association of National Advertisers (ANA) and The Content Council.

The report was based on data from a survey of 126 senior-level marketers from the US and Canada who work for businesses with annual revenue of $8.1 billion, on average.

Some 52% of respondents say their firm is strongly committed to content marketing, up from 26% who said the same two years ago.

Moreover, 78% of respondents expect their firm's commitment to content marketing to be strong two years from now.

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