Wednesday, December 05, 2012

Branded content taking up more marketing dollars



Some new numbers out from the Custom Content Council show a big rise in the portion of marketing bucks being tossed at branded content—you know, that’s the Old Spice Guy or a mini-film about your new car model, versus traditional marketing content such as white papers, press releases, product announcements and old-fashioned, boring advertising.

Brand content spending rose 13% and four out of five companies reported they are shifting spend toward custom content. What does that mean in real terms and how are companies doing it? Over half of companies are outsourcing some aspect of content creation and distribution, The typical investment is about $1.7 million a year. Some of the reasons given for using content would be expected (awareness, loyalty) but some are a bit surprising: upselling and retention of existing customers.

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