We are proud to release research regarding how business-to-business marketers are spending and thinking about customized content (custom publishing, custom media, content marketing – you pick the term).
Junta42, in association with BtoB Magazine, surveyed 150 marketing professionals focused in btob markets. The findings were pretty clear: content marketing is alive and growing within the business-to-business sales cycle.
Here are some key findings:
- Business marketers are allocating almost 30% (29.42% to be exact) of their marketing budgets toward the creation and execution of customized content.
- Even in a depressed economy, 42% of marketers increased their content marketing budget in 2008, with only 12% decreasing budget. The rest held budget.
- Seven out of 10 business marketers produce an eNewsletter for their customer base. Half the marketers produce white paper or case studies as part of their marketing mix.
- 28% produce a blog for customers.
Here is the formal release – but you can check out the results overview here on the Junta42 site. More to come.
Enjoy!
2 Comments
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According to my research the U.S. Postal Service became its own publisher in 2005 with the creation of Delivermagazine. Its purpose is to promote direct mail campaigns by using such custom content as case studies, third-party columns and commentary. An online version introduced in 2007 added podcast and video case studies of successful direct-mail campaigns.