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.