Social media platforms such as Facebook and Google’s YouTube have long formed the backbone of brands’ content marketing distribution strategies. But distribution channels besides social platforms are growing in importance for companies’ content marketing efforts.

In a survey of brand marketers by Digiday at its Content Marketing Summit this month, 43 percent of marketers said social media platforms are the most important content marketing channel for their companies. That’s a nearly 20 percent drop from the 62 percent of marketers who favored social media platforms in 2017. Companies are increasingly turning their attentions to their owned and operated sites instead, which offer advantages including the ability to collect more data and have less of it obscured by walled gardens.

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