Marketers are turning to custom content to show potential customers how they differ from the competition. In doing so, they are also branding their content. Whether it’s physical brochures or web pages, the latest research shows that marketers are spending more on this format and outsourcing the task as well.
The Custom Content Council reports that the large marketers it surveyed spend an average of $1.7 million on branded custom content – a figure which represents 39% of overall marketing spending (about $4.4 million for companies in this study). Analysts attributed the need for more content to marketers’ desire to be more visible online. Regarding of whether marketers pay for traditional print or online content, over 65% of the material also ends up appearing on social media pages. For print content, personnel costs amount to 44% of the total but for digital content that number jumps to 57%, perhaps because of the higher costs associated with the technical skill necessary to present content online. About 21% of the content development is outsourced and at least half of marketers are sending some of their work to outside companies.
Marketers have a variety of reasons for developing high-quality content: “educating customers, brand loyalty, up-selling and customer retention.” In 2012, the content development component grew 13%. Analysts say there is a good chance that marketers will again allocate solid budget increases to branded content in 2013.
To learn more about the audience for custom content such as whitepapers, check out the Audience Internet & Intent report available on the Research Store at ad-ology.com.[Source: New Survey Shows Continued Growth of Content Spending. Customcontentcouncil.com. November 2012. Web. 11 Jan. 2013]