Furthermore, we expect YouTube will continue to expand its index of content to include short-form premium, professionally-created, content that can lead to improved profitability for the site.

FORBES: YouTube Traffic Surges But Google Hits $643 On Its Own

Unfortunately, the vast majority of content marketing stops short at these points.

FORBES: Two Qualities of Content Marketing that Matter Most

Britannica said while its decision to focus on online editions was influenced by the shift in consumer pattern, the ability to update content at a short notice also played a big role.

BBC: Encyclopaedia Britannica ends its famous print edition