Content marketing is a type of marketing that aims to create, publish and distribute valuable and relevant content to a defined targeted audience. The adoption of content marketing as a marketing strategy has been increasing over the years. Content marketing revenue is forecast to continue to grow, and marketers are looking to seize this opportunity. In 2016, about 42 percent of B2C marketers stated that they are planning to increase their content marketing spending in the following year, and about 33 nonprofit marketers are planning to increase their budget for content marketing as well.
A large share of the companies in the U.S. still produces content in-house – via content team, the department or an in-house agency for instance. About 43 percent of the companies said they didn't hire any outside companies to produce content for them, whereas 46 percent of them said they outsourced content production to one to three companies. In the U.S., nearly 90 percent of the marketers believe a meeting is an efficient way to generate ideas for marketing content, and 76 percent prefer a brainstorming session.
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