A Scenic Tour of the Online World

Content Marketing Continues to Grow

Tuesday, January 3rd, 2012

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?


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