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Brands Rely More on Digital Channels for Custom Content

April 11, 2011

Spending on custom content published via digital channels—such as video, mobile, and Web—reached an all-time high of $12.5 billion in 2010, up from $12.1 billion in 2009, according to a new study by the Custom Content Council (CCC) and ContentWise.

Moreover, custom content* delivered via digital channels accounts for a growing share of total content publishing—some 31.2% of total production and distribution spending in 2010, up 5.6 percentage points from 25.6% in 2009.

Print production and distribution together constituted $24 billion in total spending in 2010, while some $3.6 billion was spent on other forms of content.

Overall, content marketing accounted for 29% of marketing, advertising, and communications budget budgets in 2010, down from 32% in 2009.

Below, other findings from the 11th annual industry study by the CCC and ContentWise, titled Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2011, based on a survey of 197 marketers from leading brands.

Emerging Forms of Branded Content

Surveyed marketers are increasingly using digital forms of content to reach target audiences and cite the following as the most important:

  • Websites (to publish articles, blog posts, and other content): 79%
  • Email newsletters: 61%
  • Branded video: 44%, up from 37% in 2009

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