How publishers are driving their business through content strategies

This event report considers one of the strategies being adopted by publishers to push content marketing openings – the creation of dedicated in-house agencies.

How publishers are driving their business through content strategies

Caroline Parry

As ad-blocking remains a major source of anxiety for media businesses in 2016, content marketing is becoming a real alternative and, it is claimed, a growing source of revenue. The New York Times, in the US, and The Guardian, in the UK, are leading the way for publishers in this area, with both launching in-house agencies dedicated to content marketing in 2014. Other UK publishers have followed suit including Associated Press-owned Metro, The Telegraph and News UK.

Speaking at the International News Media Association (INMA) World Congress, which took...

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