Survey: Trends in content marketing

Almost 90 percent of companies say they create original content, but only 31 percent can tie content marketing efforts to sales and revenue.

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Forty-six percent of companies have formal content marketing strategies, and 37 percent are considering such strategies, a recent survey of 217 marketing professionals by Unisphere Research and Skyword says.

An overwhelming majority (87 percent) of the organizations surveyed say they create original content. Twenty-four percent use content written or produced by outside vendors, and only 17 percent curate content, the research found.

The top three types of digital content the organizations create are:

Here are some additional key findings from the report:


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