2012 Content Marketing Study Released

- Tuesday, April 17, 2012

The "Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2012" compares usage of content marketing among all different formats from 2009-2011, including print, web, email, video, virtual events, white papers, podcasts, and e-Zines.

While print still captures the majority of money spent on custom media—$23.6 billion—the combination of electronic, video, and other forms reached an all-time high spend of $16.6 billion in 2011, with 52% of marketers saying they now use branded video.

Eighty-seven percent of companies use print to deliver content, followed closely by web sites at 82%.

Other key findings of the 2012 Characteristics study include:

  • Audience: For the ninth year in a row, titles targeting external audiences exceeded those targeting internal audiences at a 73% vs. 27% ratio, with the USPS confirmed as the preferred distribution method (75%).
  • Frequency: The average annual frequency rose slightly to 6.5 times per year.
  • Forecasting: Across all media channels, marketers said they will do more in the coming months—with video the most common area of growth. Fifty-four percent of marketers are expected to use more video.