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Most CMOs believe custom content is the future of marketing

Released 21 August 2013: Nearly 80 per cent of chief marketing officers (CMOs) think that custom content is the future of marketing. (Posted by Simon Fereday)

Yahoo Advertising Solutions has published an infographic which attempts to explain why marketers are now allocating more than 25 per cent of their overall budgets to content marketing.  

The infographic reveals that one of the top three reasons why a user follows a certain brand on social media is because of their quality content, with 68 per cent of consumers reading content which has been produced by a company that they are interested in.

Nearly 80 per cent (78 per cent) of chief marketing officers think that tailored content is the future of marketing and 62 per cent of companies outsource their content marketing. This form of marketing is rapidly surging across all online platforms but is particularly concentrated in social media and blogging networks, which now account for 23 per cent of all the time spent on the internet.

Almost 60 per cent (58 per cent) of consumers trust editorial content and 87 per cent of B2B marketers use social channels in order to advertise their content. The infographic showed that mobile-optimised content is also surging as initiatives have more than doubled from 15 per cent in 2011 to 33 per cent last year.

Related item: Qualifications, Online PR & Content

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