At Nearly $44 Billion, New Survey Shows Rise in Content Marketing Budget

By Anna Qu

Custom content spending on production and distribution rose to 43.9 billion, the second highest amount to be recorded. All forms—print, electronic and other—experienced growth; a 9.2% rise over last year’s 40.2 billion, with print still claiming the lion’s share of dollars spent in content marketing. Of the average overall marketing, advertising and communications budget, 39% of the funds were dedicated to content marketing.

Released just prior to the industry’s largest event in Chicago next week, the “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013,” is the 13th annual industry report by the Custom Content Council and ContentWise, comparing usage of content marketing among different formats from 1999-2012, including print, web, email, video, virtual events, white papers, podcasts and e-Zines.

New results on “social content” and “SEO content” formats shows 81% of respondents are creating content explicitly for use in social media. Not surprisingly, social content is immediately registering as the most frequently used form of content marketing. Web updates, social content and SEO content is remarkably consistent, with 40-44% for respondents expecting to increase their output.

“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 social and video content.” said Lori Rosen, Executive Director, Custom Content Council.  “Video has been the fastest and most consistently growing medium for content marketing—in this survey 62% of respondents now report using video in their content marketing. Branded video is closing in on web and print as one of content marketing’s most common form.”

The appetite for video reins with 57% of respondents expecting to use more—higher than last year’s 54%.The average marketers update their website over three times per week and utilizes social content four times per week.

Other key findings of the Characteristics study include:

Full research findings are available on the members-only section of the Custom Content Council website at:


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 339 were completed and returned, producing a +/-6% degree of accuracy at a 90% confidence level.

Source: Custom Content Council


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