The majority of client-side marketers aren’t paying much to distribute content in their branded content campaigns according to a Digiday survey. Of the 31 client-side marketers surveyed at the Digiday Content Marketing Summit this August, six in 10 say they pay under $10,000 for branded content distribution on an average campaign.

If this seems low, there are a couple reasons that could explain why. The first is that marketers are increasingly turning away from social platforms for branded content marketing. Instead, they’re increasingly focusing on their owned channels, where distribution is free.

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