Content marketing is soon expected to reach 70 per cent of UK adults a month as more companies invest in high-quality content.
The recent decision of the Association of Publishing Agencies to rebrand itself the Content Marketing Association (CMA) was a clear signal that the future for brands is in becoming publishers. However, to do this well they will need to look beyond traditional marketing skills.
Julia Hutchison, chief operating officer of the CMA, said brands must be wary of under-investing in their content strategy and should employ an in-house team or work with a content marketing agency with the relevant experience.
"It's about understanding the quality in really good journalism, which approaches marketing in a different way. [A journalist] understands things like curation because they employ an editor’s point of view – it’s just a new version of a letters page," she told Marketing Week.
Content Marketing: The Figures
According to the CMA, 73 per cent of brands are planning to increase or maintain their content marketing budget in the coming year.
The impact high-quality content has on social media and consumer opinion – as outlined in the ContentPlus infographic The Anatomy of Content Marketing – is also clear.
Interesting content is a top three reason why people follow brands on social media and 63 per cent of companies say posting content on social media has increased their marketing effectiveness.
Seventy per cent of consumers prefer getting to know a company through articles rather than adverts and six in ten feel more positive about a brand after reading custom content on its website.
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