Content marketing is now a £1bn industry, so say the CMA.
But what exactly is it that marks a good content agency out from the growing crowds? Is it any more than being able to create something cool that cuts through the clutter?
The other day I was talking with some of my industry peers about how ‘content marketing’ has become a magnet for all kinds of different marketing outfits: PR, video production, digital, SEO and social media.
And yet, it’s the agencies with print publishing backgrounds that have found themselves at the forefront of content marketing.