The Art of Content Marketing [Infographic]
Of course, to succeed today, marketers have to master several mediums. Email newsletters (57%), images (49%), and short-form content like tweets (43%) are the most popular content forms senior marketers say their companies currently create. And different forms require different levels of approval. For instance, 60% of senior marketers say that written content typically goes past two to three people before going live; 51% say the same for visual content. Granted, not every company has the resources to have multiple people create and review its content. Therefore, some companies rely on external resources to help get the job done. In fact, one quarter of senior marketers say that externally sourced content is a viable option for their marketing teams, and nearly half (49%) consider it useful in some situations, but not all.