Here's a wake up call for the PR industry (written from the perspective of a former ad man): we are only about half has good at content marketing as we should be.

The threat is not so much from other agencies or even other disciplines. It's from clients who won't see us as valuable as we once were.

We've made big investments in content at Ketchum, as have many others. We've had success with film in particular, and have recently launched a VR proposition.

But there's a lot more to do, starting with reconfiguring our pricing and staffing models to put content at the centre of our offers.

What do you think?