Content marketing surging as a brand strategy, survey finds

On the contrary, it is becoming a central strategy in marketing, particularly in the business-to-business realm, according to a survey by a firm that creates software for content curation.

Twice as many marketers implement B2B content marketing as they do print, TV and radio advertising, according to a survey of 365 firms by HiveFire, an online content marketing technology company and maker of Curata software.

“Content marketing has now really become a leading marketing strategy overall,” says Pawan Deshpande, CEO of HiveFire. “We find it is becoming more popular than search marketing, public relations, and events, and you can start to see the decline of TV/radio as well.”

HiveFire found that 82 percent of respondents use content marketing, making it more popular than search marketing (70 percent) and twice as popular as mainstream outlets such as print, TV, or radio advertising (32 percent).