Content is now at the heart of all online marketing
The rise of search and social media have put content at the heart of online marketing, with paid advertising making way for earned and owned media. This is an excerpt from an article that was written by Peter Toole, publishing director of Blighty SEO, for netimperative – where he explains why marketers need to think like publishers in the changing marketing landscape.
The latest research surveying more than 1,300 marketers, has found that while the majority of professionals can see the benefits of content marketing, few of them are putting enough effort in for success.
The research, from eConsultancy and sponsored by Outbrain, found that while 90% of respondents understood the validity of content marketing, most businesses do not have the resource to undertake content marketing effectively.
Many in-house marketers cite a lack of staff resource (42%), a lack of available budget (35%) and company politics (30%) as ?road blocks? to implementation. Only 38% of those surveyed have a content marketing plan defined and in place, despite the fact that 73% believe that ?brands are becoming publishers? and that 90% of those surveyed believe that content marketing is set to become more important over the next year.
Read the Full article at: http://www.digitalstrategyconsulting.com/
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