A Custom Content Council and Content Wise study published recently revels that companies spend roughly 39% of their annual funds on content marketing. This refers to all forms of marketing such as electronic, print and online.
The study, titled “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013” says that spends on production and distribution of custom content went up from 40.2 billion last year to 43.9 billion this year. Of this, social media content has emerged as the most frequently used form of custom content.
It’s an extensive study that compares use of content marketing across various formats from 1999 to 2012. This covers the entire gamut of content such as print, web, email, video, virtual events, white papers, podcasts and e-Zines.
Another exciting revelation of this study was that 81% of respondents said that they are creating content exclusively for use on social media. So they are spending on social media content as well as SEO-friendly content. Of the total respondents, about 40 said that they are likely to increase their output in social content.
Custom Content Council Executive Director Lori Rosen has said that this shows the commitment companies hold towards customizing their marketing strategies. While print still hold a chunk of the content marketing share, social and video content are picking up gradually. In fact, the report suggests that video has become a consistently growing medium for content marketing as 62% respondents acknowledged its use. Again, people are going to increase spend on video marketing with 57% respondents likely to use it more than last year.
- The number of pages are going up
- Number of copies being circulated is on the rise
- Titles for external audience higher than those for internal readers
73% of printed custom publications target external audiences in B2B or B2C scenarios