The global content marketing industry is projected to enjoy a compound annual growth rate of 16 percent, according to the latest forecast from Technavio, a market research company. The report singled out three key growth drivers for the industry between 2017 and 2021: building brand awareness, lower costs than traditional advertising and an increased conversion rate.
“The effectiveness of traditional marketing is decreasing by the day. Companies must adopt the latest marketing trends to enhance their business and increase their consumer base,” states Ujjwal Doshi, lead analyst for media and entertainment services at Technavio. “Content marketing is the most economical and effective means of building brand awareness among consumers. If an audience can rely on a company for information, then they will most likely buy products from the same company.”
Sponsored content has taken off, as advertisers seek new ways to skirt ad blocking software while delivering tangential benefits in terms of improving search engine optimization, social media followings and PR.
Author
Get our newsletter and digital focus reports
Stay current on learning and development trends, best practices, research, new products and technologies, case studies and much more.
