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59% of marketers plan to increase their content marketing budgets this year, up from 56% last year and 42% in 2008 (Junta42/BtoB Magazine)
When asked how their content marketing budgets compare with last year's, 19% of marketers said they would “increase significantly” this year; 40% said they would “increase slightly;” 35% said they would stay the same; and only 7% said their content marketing budgets would decrease this year.
Also, the share of total marketing budgets going to content marketing will increase to an average of 33% this year, up from 29% two years ago.
The survey also revealed a significant difference in the content marketing spending plans of large companies and small companies.
Content Marketing - Poised for Great Increase (cont’d)
For companies with 100 or more employees, only 18% of the total marketing budget will go to content marketing, according to Junta42.
However, for companies with fewer than 100 employees, 42% of the marketing budget will be spent on content marketing.
“ It's the ultimate David-versus-Goliath scenario,” Pulizzi said. “For the larger companies, more of the budget is taken up with media programs. With content marketing, you can create your own media channels and go directly to customers with a message.”
Regarding which channels companies are using for content marketing, the top platform is social media, which 72% of marketers are using. Other top channels are: e-newsletters (63%), blogs (63%), white papers (48%), article marketing (48%), case studies (46%), online video (42%), custom in-person events (31%) and microsites (31%).