Nearly half of companies (46%) now have formal content marketing strategies, and 37% are considering such strategies, according to a recent survey of 217 marketing professionals by Unisphere Research and Skyword.

An overwhelming majority (87%) of the organizations surveyed say they create their own original content; 24% use content written or produced by outside vendors; and only 17% are curating content as part of their marketing initiatives, the research found.

Among the types of digital content created by respondents' organizations, the following are the top 3, according to the study:

  1. Articles: 76% of organizations
  2. Videos: 60%
  3. Blogs: 58%

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji