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A quarter of the average marketing budget now spent on content, says report

A quarter of the average marketing budget now spent on content, says report

According to an infographic published recently by Yahoo Advertising Solutions, marketers are now spending around 25% of their budgets on content.

The infographic begins by stating that more than $118 billion (£75 billion) will have been invested in social media and content marketing – including both text and video – by the end of 2013.

B2B firms were found to be the most enthusiastic, with the vast majority of those surveyed (91%) choosing to publish a mix of news pieces, blogs and videos on a regular basis. Around 80 per cent of B2C businesses incorporated content marketing into their overall strategies.

Additionally, the infographic showed that most companies see the advantages of letting professional SEO specialists handle their marketing campaigns – with 62% saying they outsourced to a reputable firm. This figure represents a rise from 2011 of around 7%.

Blogging was found to be a hugely successful way of generating business. Companies which regularly publish content on a newsfeed experience, on average, nearly 70% more leads each month.

Interestingly, it was found that smaller firms are likely to spend even more on content. Businesses with fewer than 10 members of staff assign nearly 42% of their budgets to publishing videos, news stories and feature articles.

It is perhaps not surprising that more and more businesses are choosing content marketing as a viable way of improving visitor traffic and driving up conversion rates; engaging content has been listed among the top three factors considered by consumers before they choose to follow brands on social media sites.

Richard Bell

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