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Special Report – Content Marketing Spending Continues to Rise

By Joe Pulizzi | Published: January 24, 2010

The results are in.  Content marketing spending will rise again in 2010.

Content Marketing SpendingThe 3rd Annual 2010 Junta42 Content Marketing Spending Survey found for the third straight year that marketers will again put significantly more money into content marketing initiatives.

Go here for the complete content marketing spending survey results and a complimentary download of the final report.

Content Marketing Spending Takeaways:

  • 6 of 10 marketers are increasing content marketing spending in 2010. Only 7% are decreasing spending.
  • According to the 259 survey respondents, average content marketing budgets are 33% of the total marketing budget (up from 29% in 2008)
  • Small companies spend more than 2x the amount on content marketing as to larger companies.
  • Of all content areas, marketers are increasing their focus on mobile content solutions more than any other area (as a % growth from 2009).
  • Content marketing spending overall increased 11% from 2008 to 2010.

Click here to see the entire report (with pretty charts and everything).  Enjoy!

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  • http://www.marcom-writer-blog.com Dianna Huff

    Joe,
    Your survey doesn’t say, but how do you define “mobile content”? Smart phones now render almost all content “mobile.” I now access blogs, email, Websites, books, and social media with my phone.
    Should companies be working to ensure their content can be accessed via a smart phone?
    I found it interesting that all numbers when down for what people deemed important to know — i.e. social media, e-newsletters, etc.

  • http://blog.junta42.com Joe Pulizzi

    Hi Dianna…we didn’t get into specifics on mobile content solutions…but yes, we are really talking about content that we take with us on iPhones, smart phones, iPads, Kindles, etc.
    I agree with you on the educational points – very interesting that most went down except for mobile.
    Thanks for responding…

  • Mark Delfeld

    Joe,
    What exactly is content marketing (or in other words, how did you define it to the survey participants)? What is the other 67% of the budget spent on?
    Thank, Mark

  • http://blog.junta42.com Joe Pulizzi

    Hi Mark…good question.
    Content marketing – for this survey – was the creation and distribution of informational or entertainment content to attract or retain customers.
    Didn’t ask about the other 67%, but that would most likely be traditional media like advertising, reseller marketing, direct marketing, etc.
    Hope that helps and thanks!