As brands embrace content marketing more enthusiastically to attract and engage consumers, it is not surprising to see a new study suggesting 60% of marketers plan to expand their content marketing budgets in 2012.
The study by the Content Marketing Institute and MarketingProfs shows the most popular content marketing tactics include articles (79%), social media (excluding blogs) (74%), blogs (65%), and eNewsletters (63%).
"One of the most interesting findings was what we term the 'confidence gap,' in which marketers use tactics but are unsure of how effective they are," said Joe Pulizzi, founder of the Content Marketing Institute.
"While uncertainty still exists, marketers are becoming increasingly more confident in the content marketing tactics they are using. This increase is especially notable with blogs, case studies, videos and webinars/webcasts."
The study showed that 60% of the brands surveyed will increase their content marketing spending, compared with 51% in the previous study. It was also interesting to see marketers say they spend an average of 25% of their marketing budgets on content marketing.
The big challenge and issue for brands is how they will generate the content needed to drive their content marketing initiatives. As much as brands want to leverage content as a key part of their marketing plans, there is a cost involved to create content.
Some of the options include hiring people on a full-time, part-time or contact basis, or partnering with a third-party such as Atomic Reach.
How are you driving your content marketing plans? Are you doing it in-house or using external sources?