Brands recognize content marketing is key for web success and find it's effective for driving leads from social networks to company websites.
Content marketing is reaching the tipping point where approximately half of brands have now created a formal content strategy, according to IMN‘s 2013 Content Marketing Survey. This marks an impressive buy-in leap since 2012, when only 28 percent had established an explicit plan for their branded content. Publishing collateral to company web pages provides SEO value, but marketers see social media as the most effective channel for distribution.
More than half of respondents (51 percent) list social networks as the content marketing vehicle that fuels the strongest results. Websites were close behind (44 percent), followed by newsletters (42 percent) and email blasts (42 percent).