With more and more businesses realising succeeding online today is all about audience engagement, its understandable that content marketing has become a leading trend that experts say will double throughout 2014.
What’s more, forward-thinking brands are quickly working out that for content marketing to be truly effective you can’t manage everything in-house and need to forge relationships with external commentators who will add weight to your messaging. They also agree that leveraging external comment frequently offers the additional benefit of spotting trends internal teams would typically never hear about.
Despite this being an increasing trend, many companies still believe content is something that can and should only ever be managed in-house. One assumes this is mainly due to incorrect assumption that content marketing should be treated like any other traditional marketing activity – kept within arm’s reach of the brand. Although this clearly applies to an over-arching strategy, the same can’t be said when it comes to creation, especially given the time and specific skills required to make it work.