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Content Marketing: Revolution or Evolution?
This year, PAICR and Pensions & Investments (P&I) again collaborated to conduct a survey on content marketing in the financial services industry. The original survey in 2015 sought to benchmark how financial services compared with business-to-business marketing overall in implementing content marketing strategies and tactics, managing the challenges of content marketing and determining what attracts and engages audiences.
This year, we wanted to find out how far institutional marketers had taken the idea of content marketing. In other words, has content marketing gone from an idea to a strategic goal with distinct tactics and measurement methods?
Is it a revolution or evolution?