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Content Takes a Notable Share of Marketer Budgets
eMarketer / September 30, 2013
In-house content is most common
Digital marketing has driven home the importance of content, as marketers strive to keep customers engaged and drive brand awareness. These were the top two benefits of content marketing, according to an August 2013 survey of marketers in North America from Unisphere Research. And marketers are certainly putting money behind that effort: 48% of respondents reported devoting at least 10% of their budget to content creation, with 19% of marketers allocating 25% or more.
That said, there are still holdouts among marketers who either do not think content is critical to their strategy or have not yet moved significant resources into the category. A notable 36% of marketers spent less than 10% of their budgets on content creation.
So what kinds of content are marketers primarily producing? In the survey, articles and videos topped the list, at 76% and 60%, respectively. And these, and other forms of content, were most often created in-house—87% of marketers said they created digital content internally.