January 17, 2013: Marketers are expanding their content marketing strategies, according to an AdAge survey; results show content marketing accounts for 12 percent of overall marketing budgets, a number expected to rise throughout 2013.
While 12 percent is the overall average accumulated from 600 marketer’s responses, one in five respondents claim content marketing accounts for more than 19 percent of their overall budget, a fairly significant number. In addition, 55 percent of respondents say spend on content marketing will increase throughout 2013. Social networks (80 percent) and print media (77 percent) lead the way for types of content being produced, followed by blogs or digital articles (52 percent), video (49 percent), and live events (43 percent).
Content marketing is becoming a vital channel across industries; in fact, B2B marketers cited it as their top marketing tactic in 2012 and a strong supporting tool for successful SEO efforts. From an Econsultancy press release, Linus Gregoriadis, Research Director at Econsultancy, says, “A variety of trends have coalesced in recent years to underscore the importance of content marketing. People are spending more and more time online searching for information, and Google has made significant changes to its algorithms to emphasize quality content in its search results. As such, it’s essential that companies start to put dedicated strategies and budgets in place to ensure that they are ahead of the curve.”
As search marketing and digital continue to increase in importance, content marketing spending and overall value will likely increase. Marketers generating quality content will have a powerful tool that can serve a number of purposes.