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Econsultancy editor Graham Charlton provides an analysis of an interesting study conducted by Econsultancy about the importance of content marketing.
Perhaps the most surprising statistic to come out of this study is that, while 90% of respondents believe that contant marketing will get much bigger within the next year, only a mere 38% of those companies actually have a content marketing strategy in place. Hopefully this number will be more than twice as large at this time next year, because almost three quarters of the respondents claimed that they believe brands are becoming publishers.
Following along with much of what we already know, the study found that the top three reasons for using content marketing include increase engagement, increased traffic to the brand's website, and increased brand awareness.