While brands are first taking their content to the expected channels—websites and email—they’re also branching out to other delivery platforms. Nearly seven in 10 respondents distributed their content in digital media other than email or the brand’s own website, while 67% purchased advertising space for their content. Two-thirds of those polled also said they partnered with content providers to create branded content, a trend that has potential for growth as the traditional role of editorial continues to erode and native advertising gets more attention. Read the rest at eMarketer.
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