Content Marketing Spend Still Growing
Content marketing is gaining more and more of brand budgets, with 80 percent of marketers investing in it in 2016 — 52 percent of whom were increasing their spend, according to Target Marketing’s recently released study, “Marketing Mix Trends 2010-2016.”
“These marketers realize content is a way of branding an organization as a thought leader,” reads Target Marketing’s analysis of six years of “Media Usage Survey” data. The “Content Marketing” section — measured from 2011 to 2016 — is part of a benchmarking of marketing media channels, technology and tactics included in the Target Marketing/NAPCO Research study. Both Target Marketing and NAPCO Research are NAPCO Media brands.
This is an item in the “technologies and tactics” area of the report, now that Target Marketing’s already given readers snapshots of all of the channels covered in the surveys.
Below, readers will find an excerpt from the “Marketing Mix Trends 2010-2016” research:
The rules of content marketing got turned on their head during the most recent election season.
Media consumers across the political spectrum are skeptical of content, especially when the motives of its sponsors are perceived as less than transparent. But the negative press content has received shouldn’t be taken as a reason for backing off of this channel, but rather a call to use it intelligently and ethically.
Content marketing, both online and off, is a growth medium, with more than half (52 percent) of marketers having increased their use of it in 2016, while another 28 percent maintained their activities.
These marketers realize content is a way of branding an organization as a thought leader — one a potential customer that wants to stay ahead of its peers will embrace. Note: As of 2015, Target Marketing rolled blog use into content marketing. Previously, it had been tracked separately.