Content marketing has been an integral part of marketing at most B2B companies for most of the past decade. In every annual survey conducted by the Content Marketing Institute and MarketingProfs (beginning in 2010), about nine out of ten surveyed B2B marketers have reported their company was using content marketing in some form.
Given the widespread popularity and near universal adoption of content marketing, you may be surprised to hear that some marketing industry analysts and thought leaders are contending that it’s time to think about content marketing differently.
