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.rising – New CMA study reveals the importance of data in content marketing

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June 4, 2015

By Leighann Morris

new study by The Content Marketing Association (CMA) has found that data is considered vital to its  members, with 83% of participants planning to use it more within their content marketing strategy in the next year. Further to this, over 90% of participants have already used customer data as part of a content marketing strategy, and around 97% feel data is important to this strategy.

However, content marketers believe that brands are not open enough with their data, with only 14% of participants believing that brands were open enough. Further to this, only one third of those surveyed said 61% or more of their clients give them access to data.

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