January 4, 2012

*Branded* Content is King

According to a recent study by the Custom Content Council and ContentWise, 78% of U.S. marketers plan to shift investments from traditional marketing to branded content marketing. More specifically, 62% are “moderately” making the shift, while 16% are pursuing it “aggressively.”

The study found that branded content marketing spending reached its highest level ever in 2011, just shy of $2 million per company. This accounted for 26% of overall marketing, advertising, and communications budgets for the year, and 30% of marketers expect their content budgets to increase in 2012.

Why content?

The top-ranked reasons are:
  1. To educate customers (49%)
  2. To retain customers (26%)
  3. To increase brand loyalty (14%)
Similarly, marketers believe content marketing is more effective than:
  1. Magazine ads (72%)
  2. Public relations (69%)
  3. Direct mail (69%)
  4. Television ads (62%)
Is your brand pursuing a branded content marketing strategy?


By Jennifer Pricci

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