Where does content writing fit into your business's marketing strategy? Wherever it is, brands will have to pay increasing amounts of attention to the area, according to new research.
A European survey of 2,000 marketing students reveals over 80% think stand alone social media and digital marketing agencies will disappear within ten years as the channel becomes a discipline for all marketers.
Matt Neale, president of Golin Harris, said: "These predictions are not surprising. In fact ten years may be too generous. Today we're seeing digital specialists folded into PR and advertising agencies at a rapid pace. The agency of the future will operate across all media channels, in real time.
"I'd advise independent social agencies to find a partner quickly as clients want agency depth."
What do content marketing specialists think of the findings? We turn to Clare Hill, managing director of the Content Marketing Association (CMA).
She said: "Content marketing is one of the fastest growing media channels and the future looks bright for this discipline with 70% of respondents identifying that the landscape will be dominated by content marketing. Asking the youth market what they think is indicative of the way the relationship between consumer and brands is moving. It is now a far more conversational approach, interactive with a two way dialogue.
"Content marketing is changing the marketing eco system because content is channel neutral, is multi-platform and it needs to be 'Always on'."