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Is content marketing as effective on your bottom line as you had expected it to be?

There has been some recent research that says businesses will be increasing their budgets in content marketing in 2017.

At the same time, many businesses are not sure or confident of how effective content marketing actually is on their bottom lines.

It's an interesting dichotomy.

If you bother to create content into 2017 and beyond, why might it work or not work and help improve your bottom line?