CCC: Custom content spending totaled $40.2 billion last year

By Sean Callahan

Washington, D.C.—Custom content spending totaled $40.2 billion in 2011, according to a survey released by the Custom Content Council and ContentWise. The survey, “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2012,” found that custom content spending was up marginally over 2010, when spending totaled $40.1 billion.

The survey was released in conjunction with the Custom Content Conference, being held Wednesday through Friday here.

The survey found that print, at $23.6 billion last year, still accounts for the majority of spending on custom content. Video, however, is among the custom content formats making inroads. Between 2009 and 2011, the study found that the number of marketers using custom video increased from 37% to 52%. In the same time frame, the number of marketers using custom print declined from 91% to 83%.

The email survey, which was conducted earlier this year, had 197 respondents and targeted a random sample of companies across all industries.