With the fiscal cliff deadline only a month away, spending is a hot topic. A new survey, "The Spending Study: A Look at How Corporate America Invests in Branded Content for 2012," the 12th annual industry study by the Custom Content Council and ContentWise, compares 13 years of studies, noting outcome in content marketing has grown at record levels.
Brand content is getting a bigger slice of the marketing pie-a 13% increase, or $1,640,107 in spending for the last two years. A thriving sign for the content marketing industry, 79% of marketers are now reporting that their companies are shifting into branded content either at a moderate or aggressive pace. Fifty-two percent of companies are reporting that they outsourced some portion of at least one type of branded content creation in 2012.
"The stability of brand content spend in the face of overall marketing budget decline proves the staying power and efficacy of content marketing," said Lori Rosen, Executive Director, Custom Content Council. "This notable growth outcome is motivating brands to outsource at record levels."
Record high outsourcing dollars are being spent on external agencies such as custom publishers, PR/social media firms, design firms, ad agencies, and interactive agencies which are handling aspects of branded content. Some 56% of brands now outsource and of those, the average annual spend is $987,417-an increase of 46.6%.
About three-quarters of brands build content for print and repurpose that content for social media and the brand's parent website. This underscores the integrated nature of content marketing today, where content ideation requires a multi-channel consideration. The multi-channel nature of content marketing is driving an average brand investment of $1,725,736, representing a 5.1% increase.
Spending Survey Highlights: