Content is King…especially when budgets are drying up
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 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?
Filed under: Advertising Management | Leave a Comment
Tags: Budgets, Content