Content Marketing

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The Core Elements Your Company Needs in Its Content Plan

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The Core Elements Your Company Needs in Its Content Plan

How you build your plan is dependent on numerous factors—the size and structure of your company, your comfort level with content creation, and the degree to which you are invested in content marketing as a practice.

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Is Advertising Really Broken?

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Is Advertising Really Broken?

Advertising used to be an accepted feature of modern life. Now adblockers and web browsers allow us to switch off, or significantly minimize, ad exposure.  What has changed in recent decades? Why are we becoming ever less tolerant of, ever more desensitized to, ads? 

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Asset Managers and Content Marketing: Universal Adoption Is Close

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Asset Managers and Content Marketing: Universal Adoption Is Close

In a study of the world’s 200 largest asset management firms, integrated marketing firm BackBay finds that 88% of asset managers are regularly producing published content for their clients and wider audience.

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Content Marketing Key Approach Among Asset Managers

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Content Marketing Key Approach Among Asset Managers

Of the 300 respondents to the global annual survey by digital platform provider Kurtosys, 65% of asset managers expect to spend more on content marketing in the next year, describing it as their primary channel for generating traffic and new business. Fewer than 10% of respondents planned to spend less.