Content marketing is approaching an inflection point – this inflection point will determine the role of content marketing in the modern marketing technology stack.
It seems that, everywhere you go, content marketing and native advertising have become the hot-button topic du jour, as it becomes increasingly apparent how these strategies have the potential to drive performance while delivering valuable and targeted content to customers at the right time.
But despite the potential of content marketing and the number of resources dedicated to the creation of content, we are in the middle of a content marketing crisis. In a recent survey of more than 250 marketers for Fortune 500 brands, my company found only 30 percent of marketers report more than half of their content is actually engaged with.
In an industry where it is estimated that $145 billion is spent on content each year, that means that marketers are wasting at least $75 billion every year by creating content … Read More