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Every marketer knows that ‘content is king’, a phrase coined by Microsoft’s Bill Gates back in 1996 when he rightly predicted that creating compelling online content would be key to success in the digital age.

Fast forward 22 years, content creation has never been more critical, with content marketing generating more than three times as many leads as outbound marketing while costing on average 62% less.*

According to the Content Marketing Institute, content marketing is described as ‘the art of communicating with your customers and prospects without directly selling.’ And its big businesses with marketers in the UK spending on average 30% of their total marketing budget on content marketing.

Social media in particular provides an opportunity for businesses to connect with potential audiences and customers through channels such as Twitter, LinkedIn, Facebook and Instagram, with more than 87% of marketers using social media for content...

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