Content marketing is still a hot topic this year as more marketers step up their content marketing campaigns as opposed to paid advertising. According to the the Content Marketing Institute (CMI), “Content Marketing is owning, as opposed to renting media.
“It’s a marketing process to attract and retain customers by consistently creating and curating content in order to change or enhance a consumer behavior.”
Earned media is the results you get from press coverage and social media mentions. The CMI/Marketing Profs B2B Marketing 2014 Benchmarks, Budgets, and Trends-North America found that 93% of B2B companies are using content marketing tactics, up from 91% last year.