Companies are now using content to do more than create awareness or brand health. They’re using it to directly drive revenue, become more cost-efficient and personalize the customer experience. Which is to say, they’re using content marketing to do far more than marketing.

Here are five key findings from the survey that highlight this shift. We deployed the survey in August 2018, with 400 respondents across North America, Europe (France, UK and Germany) and China, from companies with at least 1000 employees.

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