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New report shows a planned increase in content creation spending – but why now?
I recently commented on a post by Joe Pulizzi on his Junta42 blog. Their recent poll of readers showed that over half (56%) of marketers were planning on increasing their content marketing budgets in 2009.
Although the readers of Junta42 are certainly more inclined to be proponents of content marketing it does raise the question as to whether content marketing might have particular advantages in a downturn.
As I posted my comment three points jumped out at me as particularly relevant.
Three Reasons Content Marketing is Attractive in a Downturn
- Advertising Is Less Effective: Traditional advertising (especially in print) is becoming increasingly less effective. The underlying trends in how people get their information and news is seeing readership decline and returns from advertising suffer – this is only compounded by the current economic climate that makes consumers even more cautious than usual.
- Content Marketing is Comparatively Less Expensive: As budgets tighten marketers look for less financially costly methods.
- Added Emphasis on Customer Retention: As attracting new business becomes more difficult, marketers increasingly focus on retention and growing customer relationships – this leads naturally to content.
How your say: Am I right? Do you have ideas to add? How do you think a tough economy affects how we market?
