While social media and Google Ads are both key marketing channels, content marketing is one of the marketing tactics that makes them go. You need great content to have any hope of ranking with SEO, building a Facebook audience or succeeding in many of the other techniques of digital marketing today. So it’s no surprise that marketers are allocating 27% of their budgets to this tactic. Here's how they're spending those content marketing budgets.
Content Marketing Budget Priorities
The content marketing budget is generally not just responsible for creating content, but distributing, managing and measuring it as well.
On average, our respondents reported that a third (32%) of the budget goes to content development, and another 27% to distribution and promotion.
If you want your content to be successful, expect to spend more than half of that budget between content creation and promotion, and about a third on the various elements of administration.
One thing many brands overlook: When it comes to content creation, 23% of that budget is being spent on agencies, freelancers and other forms of external sourcing. You don't necessarily need to write it all in-house (although it does pay to develop some respected thoughtleaders in-house, too).
What Content Are They Investing In?
Video, infographics and other kinds of multi-media content get a lot of press, but the backbone of content marketing is still the written word. Blogs and articles are commanding 29% of marketing budgets. That's 11% more than video, which comes in second at 18%.
What's a little surprising about that is that video costs a lot more to create than written content. So that 11% gap actually translates into many times more articles written than videos shot. With the web still moving in a more visual direction, video probably isn't getting as much investment as it should.
And speaking of content that isn't getting enough investment, podcasts and other audio are at the bottom of marketers' lists with just 5% of the budget. That could leave a lot of brands very exposed as voice search and voice engine optimization become more and more important. And while some of the predictions around voice search may be inflated, it's also clear that voice and visual search are trending up at a sharp clip. There's a real opportunity in voice search for brands to capture the SERPs (or whatever the voice equivalent is) that they may not have in text.