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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