A common theme in 2018 has been companies taking more of their marketing functions in-house. But that trend could be headed in the opposite direction when it comes to content marketing, based on a survey of marketer’s from Digiday Content Marketing Summit.

Of the brand marketers responding to the survey, 63 percent said the majority of their content marketing is currently produced in-house, compared with 70 percent the previous year. Meanwhile the number of marketers who said less than a quarter of their content was produced internally jumped from 11 percent to 23 percent.

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