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Advertising Age

Solving the Content Creation Conundrum

January 13, 2013

Content marketing remains the bright, shiny objet du jour for marketers, even as they work to figure out how to best implement it and measure results.

Content marketing is attracting its share of marketers' budgets -- 12% on average -- and more than half of marketers plan to spend even more in the coming year, according to a survey Ad Age conducted in late 2012 of nearly 600 marketers. Yet, it's clear most marketers are struggling with some pretty basic questions: Who should be the "boss" of content? How much should be spent on content marketing? Is it effective?

"More and more clients and brands are realizing they need content to be part of the checklist, but they haven't figured out how or why," said Kyle Monson, chief creative and founding partner at Knock Twice, a content strategy and PR agency. "Clients come to me saying they need a content campaign -- that's a solution. When we ask, "What's the problem?,' often it's that every other CMO has one."

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