Rising Demand For Original Content Drives Greater Share Of Marketing Budget
by Gavin O'Malley, MediaPost, April 10 2015
Driven by growth in social media and video, original content creation continues to demand a greater share of marketing budgets. For many brands, letting their Instagram and Twitter feeds grow stale is simply not an option.
As such, estimated budgets for producing content have grown steadily from 12.6% two years ago to 23.3%, today -- and are on track to surpass 33% by 2017 -- according to new research from The Content Council.
“With new social media channels, the rise of video and an ever-evolving digital landscape, we’re excited to see the world of content adapting and growing,” Andy Seibert, managing partner at Imprint and chairman of The Content Council, explains in the new report.
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