More than three-quarters of US corporate marketers say they are aggressively (16%) or moderately (62%) shifting spending from traditional marketing to branded-content* marketing, according to a study by the Custom Content Council (CCC) in partnership with ContentWise.
In addition, the annual study, based on a survey of 100 US corporate marketers, found that total spending on branded content rebounded in 2011, to its highest level ever: $1,913,609 per company on average, among those surveyed.
Below, additional findings from the report titled "Spending Study: A Look at How Corporate America Invests in Branded Content," by the CCC and ContentWise.
Among other spending-related findings:
- The biggest driver of branded-content growth from 2010 to 2011 was publications budgets, up 68% year over year (YOY).
- Branded content accounted for 26% of overall marketing, advertising and communications budgets in 2011 on average, down from 29% in 2010 (likely a result of large increases in overall 2011 marketing budgets, the study notes).
30% of corporate marketers expect their branded-content budgets to increase again in 2012.
- Marketers are most bullish on digital content: Spending in the category is expected to increase 39% over 2011 levels; the smallest growth is expected in print (up 16% YOY).
Top Content Marketing Goals: Educate and Retain Customers
The top-ranked reason marketers use branded content is to educate their customers (49%), followed by customer retention (26%) and enhancing brand loyalty (14%). Similar goals were cited in 2010, with customer education ranked first (52%), followed by customer retention (23%) and brand loyalty (12%).
Up-selling to customers (5%) is ranked as a low priority, reinforcing the idea that marketers view branded-content initiatives as long-term investments rather than transactional ones.