Divvying up custom pie– Custom content’s definition broadens, as does the competition

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

Media Business

The numbers tell the story of how important content marketing has become: Spending in the U.S. on content marketing totaled $40.1 billion in 2010, according to estimates by the Custom Content Council.

The CCC said more than Martyf of that figure, $24.0 billion, was spent on custom print publications, but that total was down from $30.9 billion the previous year. That shift indicates marketers are spending more on electronic forms of custom content, such as webinars, online videos, white papers, blogs, customized social networking sites and content for their own websites.

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