Joe Pulizzi’s Junta42 released the results of the “3rd Annual 2010 Junta42 Content Marketing Spending Survey”.
The main finding is that content marketing spending will continue to rise in 2010: 60% of the surveyed marketers said that they will increase their spending this year. According to the report that’s the third year in a row that marketers will put more budgets into content marketing.
7% of respondents said they are decreasing their spending. The report also found that the average content marketing budgets are 33% of the total marketing budget. In 2008 it was 29%.
An interesting result, for me at least, is that small companies spend more than 2x the amount on content marketing as in comparison to larger companies. Finally, this, I quote, “of all content areas, marketers are increasing their focus on mobile content solutions more than any other area (as a % growth from 2009)”. That growth percentage is 63%, to be precise.
The main content areas, however, are “new media content products”: almost 3/4 are leveraging content through social media and “a majority is tapping into blogs and eNewsletters. White papers and case studies continue to be mainstays in the content marketing portfolio”. I find it a bit weird that eNewsletters are included and wonder how the split is done regarding investments in this (and, in fact, other areas). A newsletter is not just about content, right?
In case you want to find out more about what content marketing is and can do, it happens that I interviewed Joe a few days ago and that interview should be online next week if all goes well (still lots to do between now and then).
So, stay tuned.