Marketers continue to grow content marketing as a supplement to traditional ads and media-buying. So much so that it is now a $16 billion global industry according to PQ Media’s Global Branded Entertainment Forecast for 2018. With the US growing to a more than $7 billion industry – and this doesn’t even include B2B content marketing activities such as webinars and white papers.
To say that content marketing, a subset of branded entertainment marketing, is simply growing would be an understatement. According to the report, the branded entertainment category has been expanding at almost twice the rate of general advertising and marketing spends.