Corporate marketers continue to move from traditional marketing methods to content marketing, according to Custom Content Council / ContentWise study, and corporate spending on branded content reached an all-time high in 2011.
Nice to see that the top reason for content marketing remains consumer education and that up selling is a much lower priority. (That’s doing content marketing right!)
Some other interesting factoids from the study:
- A majority of marketers think branded content is more effective than magazine advertising (72%), TV advertising (62%), and direct mail. (69%)
- Whether on the print or digital side, personnel is the biggest budget line item (48% and 61% of total spend, respectively), followed by production (34% and 25%), and distribution (18% and 14%)
- Outsourcing content marketing continues to grow in total dollars spent, though the use of external agencies remains steady at about 50%
So … all the other kids are doing it. Why not you?
Tags: content marketing