Branded content continues to thrive: study

NEW YORK: With the use of branded content continuing to grow, marketers are valuing the method more than ever, according to research from the Custom Content Council and ContentWise.

NEW YORK: With the use of branded content continuing to grow, marketers are valuing the method more than ever, according to research from the Custom Content Council and ContentWise.

The annual "Spending Study: A Look at How Corporate America Invests in Branded Content for 2013" showed that 80% of marketers surveyed anticipate a “moderate” or “aggressive” shift in spending toward content marketing going forward.

The survey defined content marketing as printed publications, such as newsletters and magazines, email newsletters, website content, social media, mobile content, and e-zines, as well as branded videos, podcasts, whitepapers, and virtual events.

It found that branded content accounts for 37% of respondents' overall marketing spend this year.

While total marketing budgets increased 13.7% from 2012, the share of the budget for branded content dipped slightly from last year when it accounted for 39% of overall expenditures. 

Respondents showed a “definite preference” to branded content over traditional magazine advertising, commercials, direct mail, and PR.  The study claims that spending on print content marketing has returned to the pre-recession levels of 2008, and electronic content marketing budgets rose 13.8%.

According to almost half of the respondents (49%), consumer education is the biggest factor behind why they use content marketing, followed by customer retention and brand loyalty.

The online survey was completed by content creators in 210 companies across a range of sectors.

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