Content is King…especially when budgets are drying up

13Jan09

There may be some good news ahead for agencies who focus on creating solid content for clients: Whether for sales support, web sites or seminars, content is one area that is least likely to be cut from the budget. When expensive TV ad campaigns, large-scale print advertising, and branding campaigns start to feel the pinch, maybe it’s time to rethink your focus on content.

A study by Junta42 reveals top 2009 marketing tactics.

A study by Junta42 reveals top 2009 marketing tactics.

A study by Junta42 conducted last month found that the recession has had little impact on content marketing spending. In fact, you might even make a case that content spending has increased as the economic outlook has decreased.

The study news article said:  “Even in tough economic times, money is still flowing into content marketing initiatives… More than half (56%) of marketing- and publishing-decision makers plan to increase their content marketing spending for 2009 (31% increase significantly, 25% increase slightly). Only 13% plan on decreasing their content marketing spending (9% decrease slightly, 4% decrease significantly).”

Here’s what markers said are most important to their budgets in 2009:
•    Social media (other than blogs) (68%)
•    Enewsletters/email (60%)
•    Blogs (56%)
•    Case studies (55%),
•    Online video (51%)
•    White papers (46%)
•    Microsites (43%)

How big of a piece of your pie is content development?

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