...As with social media it’s not the theory that’s controversial, it’s the execution. Smaller brands that might be much better off taking out a full-page ad and shouting BUY OUR STUFF have diverted money into what they think is a subtler, cleverer, more subliminal and more lasting medium to deliver The Message.
Big numbers, if not sales.
What isn’t controversial is that content marketing has become big business. Research in the UK by the Content Marketing Association (CMA) shows that 60 per cent of marketers use branded content and that these reserve about 20 per cent of their budget for carrying it out, compared with only 14 per cent for TV, 11 per cent online and 10 per cent display.
Half said they would increase content marketing budgets this year regardless of whether their budgets went up generally....