New Survey Shows Custom Content Market Spend at $40.2 Billion
· Frequency: The average annual frequency rose slightly to 6.5 times per year.
· Average Age Per Title: The average age of the title declined slightly from 9 to 8.6, however the overall trend line in this area remains strong.
· Other forms of media: Across all media channels, marketers said they will do more, with video the most voracious; 54% or marketers are expected to use more video.
· Web sites: The average marketer made web site updates 145 times with articles, posts and other content, representing a slight increase from 2011.
· Market spend: While print slightly declined from $24 to $23.6 billion, other forms, which include video, events and white papers, grew 44% in 2011 from $3.6 billion to $5.2 billion. Of the overall spend, $26 billion was allocated to production, with the remainder relegated to distribution and personnel.
· Custom captures 26%: Of the average overall marketing, advertising and communications budget, 26% of the funds were dedicated to custom marketing. This is a dip from the 29% last year, but significant nonetheless.
“All of these metrics show a solid commitment to custom, no matter what the form of distribution. Funds that were previously earmarked for print are being shifted to video and web content, though print remains a dominant part of the overall spend,” said Lori Rosen, Executive Director, Custom Content Council. “There is no doubt that content is king; there are now many different queens, knights, duchesses and dukes in the castle.”
Full research findings are available on the members-only section of the Custom Content Council website at www.customcontentcouncil.com.
The research was conducted via an emailed survey targeting a random sample of companies across all industries. Eight thousand survey invitations were emailed and approximately 197 were completed and returned, producing a +/-6% degree of accuracy at a 90% confidence level. Among the responding companies were: Boston Scientific, Gartner, Healthnet, Michelin, Sabre Holdings, Sirius XM, State Farm Insurance and University of Phoenix.