Content marketing gaining ground in PR and marketing fields

Vocus’ State of PR and State of Marketing reports found that a little more than half of PR and marketing pros have content marketing strategies, but it’s not at full saturation yet.

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Almost all public relations professionals and marketers have content marketing strategies at the ready, right? It’s the hot topic on everyone’s lips.

More than half do, according to Vocus’ 2014 State of PR and State of Marketing reports, which the firm released Wednesday. But there’s still a large segment that hasn’t yet ventured into content marketing on a grand scale.

Among marketers, about 60 percent of survey respondents said they or their clients have content marketing strategies, and 53 percent of PR pros said they use content marketing in campaigns.

The report doesn’t give any explanation as to why that might be, though the item near the end of both reports about PR pros and marketers’ biggest challenges—a lack of staff, time, and money—could indicate that a paucity of resources rather than lagging interest is keeping some professionals away from content marketing.

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