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Now in its seventh year, the Content Marketing Institute/MarketingProfs annual survey of content marketers has evolved with the times. In 2010, content marketing was little more than a buzzword. Most marketers dabbling in the approach were curious about the tactics (e.g., blogging, webinars, events) their peers were using and how well those tactics were working.
Sure, we're still interested in tactics … but there is so much more to consider now. Content marketing has grown into a complex business discipline composed of many distinct areas — content creation, strategy, distribution, paid promotion, and measurement, to name a few. [...]