Content—Much of the Time: According to the 2011 “Spending Study” conducted by the Custom Content Council in partnership with ContentWise, the total spend on branded content (or custom publishing) in 2011 was $1.9 million per company, the highest level ever. Further cementing growth in 2012: 16% of communicators reported that their companies are shifting aggressively from traditional marketing into branded content. Other findings include:
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The biggest driver of growth from 2010 to 2011 was in publication budgets, which increased by 68%.
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Respondents are most bullish on growth in electronic content (39%); other forms (37%); and print (16%).
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Top reasons for using branded content are: to educate customers (49%); for customer retention (26%); and improving brand loyalty (14%).
- For all companies (those who did and did not outsource), the average total branded content spend on outsourcing was $324,000— the highest amount ever recorded. PRN
Source: Custom Content Council/ ContentWise