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: