I recently found a very interesting research study conducted by Junta42. The study, “2010 Content Marketing Spending”, was based on an online survey of 259 marketing professionals conducted in January. It found that 59% plan to increase their content marketing budgets this year, up from 56% last year and 42% in 2008.
Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. In contrast to traditional marketing methods that aim to increase sales or awareness through interruption techniques, content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty better than traditional marketing techniques. ^ “The case for digital custom publishing”. idio. 2009-06-05.
Key Content Marketing Survey Findings:
- According to the survey, Content Marketing Spending comprises 33% of the total marketing budget (up 11% from 2008)
- Smaller companies spend more than 2x that of larger companies on content marketing
- Marketers are increasing their focus on mobile content solutions
- Only 7% of marketers are spending less on content in 2010
- For companies with 100 or more employees only 18% of the total marketing budget will go to content marketing, according to Junta42.
- For companies with fewer than 100 employees, 42% of the marketing budget will be spent on content marketing.
- Regarding which channels companies are using for content marketing, the top platform is social media, which 72% of marketers are using. Other top channels are: e-newsletters (635), blogs (63%), white papers (48%), article marketing (48%), case studies (46%), online video (42%), custom in-person events (31%) and microsites (31%).
- To see the full report, please click here.
I hope you find the study as interesting as I did. Have a nice week!