CMO survey shows growing acceptance of custom content

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB, 4/4/11

CMOs are growing more receptive to custom content marketing, according to a study released last month by the Custom Content Council.

The study, “CMOs’ Attitudes Toward Custom Content,” was based on a phone survey of 100 CMOs conducted in January and February by RoperASW. The results were presented at the CCC’s Custom Content Conference in Charleston, S.C.

The research showed that since 2006, when a similar survey was conducted, CMOs’ receptivity to custom content and their perception of its value has gone up significantly.

“What we found is that all the good things we were looking for increased,” said Michael Winkleman, president-chief creative officer of Leverage Media, who presented the findings.

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