Tag Archives: council
Marketers spend $1.7 million on branded content
America’s corporations are turning to content marketing to raise brand awareness, according to a recent survey conducted by ContentWise and the Custom Content Council. Not only did 79 percent of respondents report moving moderately or aggressively toward the development of more branded content, but 52 percent reported outsourcing a portion of content creation. The survey also revealed that company spending on branded content rose to $1.7 million, compared with $1.6 million two years prior, showing that marketers are beginning to understand the value of content marketing. The average budget dedicated to outsourced content creation this year was $371,364, while companies that exclusively outsourced brand content spent nearly $1 million with agencies. Creating searchable, branded content can illuminate websites in SERP and can also position businesses within greater industry conversation. Brafton recently reported that marketers should generate custom content to gain high-quality leads and brand awareness as 2012 draws to a close Continue reading
Content marketing spend surpasses $40 billion, 82 percent invest in custom website content
Businesses spent more than $40 billion on content marketing in 2011, with investment in digital content and “other” content (including events and videos, though the latter is often characterized as digital content) hitting a record-breaking $16 billion. The Custom Content Council and ContentWise’s Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2012 shows that print media dominates for now, but the data highlights the growing trend toward marketing with audience-targeted online content. The study compared marketers’ use of print content, video marketing, white papers, email marketing, website content and more from 2009 through last year. As Brafton previously reported, the data reveals that digital white papers are a rising star in the content marketing world, growing from 23 percent adoption in 2009 to 38 percent in 2011. Email marketing also rose from 66 percent to 71 percent, but the largest growth came in video marketing adoption, jumping from 37 percent to 52 percent. Even as overall content budgets seem to rise, much of the growth in digital comes at the expensive of print. Continue reading
White paper marketing increases in 2011, thought leadership a growing commodity
A report from the Custom Content Council and ContentWise relayed by eMarketer found that digital content marketing grew in 2011 with website articles and email newsletters, among other content types, becoming more popular. Among the primary motivations for increased content investment was the desire to build brand thought leadership, and white paper marketing became more frequently used as a result, the study found Thirty-eight percent of organizations relying on the web for content marketing created white papers to demonstrate their authority in their industries. Moreover, these in-depth lengthier pieces are commonly used to help prospects learn more about a company’s products and their ability to add value. Continue reading
