Content marketing's rise represents boon to third parties

11/25/2012 | MediaPost Communications

As content-marketing efforts increase toward ubiquity, now involving 79% of marketers, so is the outsourcing of the work to third parties such as advertising agencies, custom publishers, and PR/social media specialists. The average brand investment in content marketing is $1.7 million, up 5.1% over two years ago, according to the Custom Content Council, with print-based content spending almost half (44%) on personnel and digital-based content spending 57% on people.

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