According to a study being released by the Custom Content Council and ContentWise, annual spending on custom content marketing has jumped 9 percent to $44 billion.
According to the report, "Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013," marketers are spending 39 percent of their budgets on content marketing campaigns, including print, email, web, video, virtual events, white papers, podcasts and e-zines.
As to be expected, social is a major part of content marketing campaigns, with 81 percent of respondents creating content especially for that platform.
Also according to the study, which is now in its 13th edition, funds are being directed from print vehicles to social and video, with the latter being the fastest growing segment of content marketing. "In this survey, 62 percent of respondents now report using video in their content marketing," says Lori Rosen, executive director of the Custom Content Council. "Branded video is closing in on web and print as one of content marketing’s most common forms."
The use of print, however, remains an important segment. According to the study, the average frequency of print vehicles rose to 6 times per year, with the average page count at 30 pages—the most since the survey began. Circulation is also up slightly, to 51,000 per issue, continuing a 4-year trend.