According to one recent study, more companies are creating content online in order to get better results when it comes to search engine marketing.

The study, conducted by Content Marketing Institute and Marking Profs, revealed that 90 percent of non-media firms produced some type of content on their site. The report further revealed that 41 percent of these businesses said that they created the material in order to generate more leads.

It also found that many companies did not have a strong enough plan in place when beginning the outreach strategy and that a good deal of thought needed to go into it.

According to industry expert Joe Pulizzi, it's key that companies hire the right people to handle the creation of relevant content.

"When content marketing fails, it’s usually not because of a lack of high-quality content, but because of a drop in execution," he wrote in a post for Top Rank Blog. "This is why this manager may be your most important asset, even though this person may not be creating ANY of the content." 

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