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Recent years have seen marketers continue to tout the phrase ‘content is king’, with big name brands such as Coca-Cola, Tesco and ASDA investing heavily in developing what has increasingly been termed ‘content marketing’. This particular term refers to the creation of branded content across a variety of communication channels, from print and digital customer magazines to social media, e-mail, Web and even television. Although this report focuses specifically on the contract publishing and customer magazines market, it should be noted that often such magazines form a small but crucial part of a brand’s much wider content marketing strategy.
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