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THE CUSTOM CONTENT COUNCIL OF AMERCIA'S NEW SURVEY SHOWS CUSTOM CONTENT MARKET SPEND AT $40.2 BILLION

 

Branded Video Leads Pack in Growth of Distribution Channels.

 

While print still captures the majority of money spent on custom media – $23.6 billion – the combination of electronic, video, and other forms reached an all-time high spend of $16.6 billion in 2011, with 52% of marketers saying they now use branded video.  Eighty-seven percent of companies use print to convey content, followed closely by web sites at 82%.

 

Survey trends indicate that print will relinquish its dominant role in the next few years, though it will continue to be a sizeable component in overall spend well into the future.  

 

The “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2012,” the 12th annual industry study by the Custom Content Council and ContentWise, compares usage of content marketing among all different formats from 2009-2011 including print, web, email, video, virtual events, white papers, podcasts and e-Zines.  While print declined from 91% to 83% in three years, video rose from 37% to 52% and email went from 66% to 71%.   For the ninth year in a row, titles targeting external audiences exceeded those targeting internal audiences at a 73% vs. 27% ratio, with the USPS confirmed as the preferred distribution method (75%).

 

“All 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.