Content marketing is everywhere. The latest content marketing studies from CMI and MarketingProfs cite that 86 percent of B2B marketers (76 percent of B2C marketers) use content marketing, 28 percent of marketing budgets are allocated to it, and 51 percent plan to increase spending on it. Yet in the rush to become publishers, I think brands sometimes neglect the importance of being editors. Many content marketing efforts seem to lack a quality filter. The emphasis seems to be much more on the channels than on the actual content published in those channels. I’ve heard marketers refer to content marketing as “feeding the…
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