Today content marketing is so big that marketers on average spend over a quarter of their marketing budget on content marketing. If you take a look at the most powerful brands then you’ll see that 90% of them use content. In fact, brands such as Coca-Cola started to revaluate their entire advertising strategy, and they now use content ahead of any other forms of marketing.
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Fifteen years ago when a company wanted to communicate a message to its target audience, they had limited options to do so including print publications, radio and TV broadcasting and other forms of advertising. Media agencies formed to satisfy a business’ need to communicate to a large and targeted audience. The media agency industry profited handsomely from the amount of reach they had and the types of audiences they could reach.