Content Marketing Budgets On The Rise

Scott Lambert


A new survey into online marketing has shown that around 60% of businesses now have dedicated content marketing budgets; however, a significant number of them are unsure how to tell whether these are justified. While measuring the returns on content marketing can be hard, an increasing number of people are willing to take it on faith that it is something they need. Among those who do understand what they are getting, budgets are rising fast.

Content marketing has always been relevant to direct to customer businesses. The new research shows that this continues to be the case, with 68% of those surveyed investing in this area. What is interesting here, however, is that just over half those engaged in business to business trade say they also have budgets established for this area, suggesting a growing awareness of its usefulness in niche markets where the web, rather than Facebook or other social media, is often the predominant marketing channel.

Overall, social media is still the most important venue for marketing content, with 71% of brands producing it – sometimes by writing it in-house with no dedicated support. After that technique, white papers have proved highly effective. These are particularly popular in the B2B sector and are produced by 38% of brands. Blogging accounts for another 34%, though surprisingly only 34% of businesses have a blog – something that most marketers consider everyone should have.

There are now two new contenders for attention: 30% of businesses are now producing online video content, which is something that still appears to be performing well ahead of traditional methods, while 23% are using infographics, which psychologists say is one of the most powerful ways to attract attention and persuade potential customers to explore further.

Experts caution that content is only valuable when it reflects a deep understanding of the target market and is designed to give customers what they want – something that may differ from one market to another. Badly created content risks distracting those who encounter it from the brand message and can thereby actually reduce conversions.

Just to provide some perspective when it comes to budgets, one marketing company announced on Sunday that it had secured $24m to develop technology for planning and publishing content. Another company raised $25m in January and therefore the heat is really on, with these businesses going all out to win the favor of companies that want to make their mark.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Content Marketing

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