October 15, 2012

Recently, the notion of content marketing has been gaining prominence among marketers and agencies, becoming one of the key marketing tools for brands.

Content marketing is identified as a range of marketing activities, including creation of content, social media activity, search engine optimisation and PR. It is an opportunity for organisations to demonstrate their creative potential and make them stand out from the crowd of competitors and the majority of marketers acknowledge the benefits it can bring.

This has been largely confirmed by a new study from Econsultancy and online services provider Outbrain, which finds that three in four digital marketers believe businesses are turning into publishers. Furthermore, the overwhelming majority of them think that content marketing is set to play an even more important role over the next 12 months and 88% are convinced that it is more effective than advertising as far as sales go.

Although content marketing has been around for a while, nearly two in three of those polled see it as a new discipline. Perhaps this contributes to the fact that most businesses are still experimenting and researching in the area and have not figured out their content marketing strategy. By contrast, one in three companies have a content marketing strategy in place and have a special budget allocated to this activity.

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