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Financial publishers are spending more than double the amount of time producing content than other industries, but seeing the content perform 20% worse than average, according to new research from The Financial Times (FT).

The whitepaper, created by the FT in partnership with content marketing agency Blueglass, aims to provide brands with industry statistics, best practices, and strategic advice relating to content creation and promotion to help them navigate emerging trends and improve ROI.

Kevin Gibbons, chief executive officer of Blueglass, said: “I am excited to collaborate with The Financial Times on this content marketing whitepaper. Content marketing doesn’t have to be complicated, but the statistics show that it remains a problem for marketers. I hope the insights in this paper can help to simplify that issue.

“With channels becoming more diluted and frequently disrupted by new technology, the whitepaper finds that one of the biggest challenges for content marketers is the perceived skill gap in content creation, suggesting that building a foundation of content processes and strategy is more important than ever.”

The whitepaper can be downloaded for free.