As the end of the year approaches, your average consumer is doing their last-ditch Christmas shopping, looking forward to time with family and desperately trying to come up with some New Year’s resolutions they can actually accomplish. Not so for your hard-working marketing professional. While our friends worry about how much brandy to put in the egg nog, we’re busy trying to finalize our budgets and plan ahead for next year.
If 2011 was any indication, marketers will have plenty of cash to spend on branded content. eMarketer reports that spending on branded content is at an all-time high, with the average firm spending $1.91 million this year. Not only is that the highest amount ever spent on average in a year, but is a big rebound from a small decrease in 2010.
So why were marketers spending more on branded content this year? Maria Pergolino, senior director of marketing at demand generation firm Marketo, says that content was leveraged to educate consumers about a brand as well as customer retention. The key is to make sure “your sales team’s messages match your other content” in order to build trust. To keep and grow a customer base, brands need to get a little friendlier and keep publishing great branded content.
Will you be investing more in branded content next year? It might be a good resolution to consider.