From emarketer. October 8, 2012.
Content marketing serves a variety of purposes, from building brand awareness to engendering loyalty and helping push potential customers down the purchase funnel. And August research from content marketing platform Outbrain (http://www.outbrain.com) and Econsultancy (http://econsultancy.com) indicates that a solid minority of marketers, along with 13% of agencies, worldwide are already defining content marketing strategies.
Even more plan to do so in the future. Among in-house marketers, 55% said they were planning a content marketing strategy, as did 58% of agencies. That left just 8% of marketers and 29% of agencies without any content marketing strategy plans in the coming years.
The most effective type of content marketing is email newsletters, cited by half of in-house marketer respondents. Social media posts followed close behind.
In-house marketers were most likely to plan to increase their use of Twitter and Facebook, at 90% and 81%, respectively, to distribute content, making the social platforms the most popular channels for sharing and promotion. And more than six in 10 marketers said they already used those channels.
Though budgets still remain fairly small, content marketing appears to be here to stay: an overwhelming number of brand marketers agreed that it was “key to creating an emotional connection with customers,” and three-quarters believed that brands are simply now becoming publishers.
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