Content marketing is now a nearly $44 billion industry. The exact amount ($43.9 billion) represents a 9.2 percent increase over last year and is the second highest amount on record, according to Custom Content Council’s “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013.”
The study considers all forms of content marketing, including campaigns that focus on print, web, email, video, virtual events, white papers, podcasts and e-Zines. As a whole, these outlets make up 39 percent of overall marketing, advertising and communications budgets.
And while print still garners the largest share of dollars in the budget, digital, unsurprisingly, is the fastest growing segment of content. In fact, 81 percent of respondents to the survey said they are creating content explicitly for social media, making social content the most frequently used type. Also unsurprisingly, digital content, including web updates, social content and SEO content, is growing consistently with 40 to 44 percent of respondents saying they expect to increase output in these categories.
Overall, what the new numbers tell us is that brands’ priorities should lie in creating custom content, and that the form of distribution for that content is slightly less important. However, the study shows that it is also clear from the growing amount of digital content that funds previously spent on print are being shifted to online social and video content.
Video is the fastest growing form of digital content, with 62 percent of respondents saying they already use video as part of their content marketing strategy. Moreover, 57 percent say they expect to create more video this year.
But Lori Rosen, executive director of the Custom Content Council, says the fact that the content is original is nearly as important as the form of the content. There’s no doubt that all forms of digital content marketing are growing and will continue to do so in the coming years. However, without custom content making up the bulk of digital, publishers can expect diminishing returns on their content as online users are already becoming accustomed to consistently finding new content.
The new study is the 13th annual report by Custom Content Council and ContentWise magazine, and consists of opinions from members of more than 300 companies that elected to complete a survey mailed to a random sample of businesses across all industries.
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