Digital and Web Now Central to Content
New Stats Show That Content Marketing Is Expanding into Nonprint Content Forms
May 11, 2010 01:13 PM Eastern Daylight Time
PHOENIX--(EON: Enhanced Online News)--Products like Apple’s newly released iPad are changing how
consumers engage with content, and thus are changing the types of content created by companies like McMurry, one
of the largest marketing communications firms in the U.S. and a global leader in content marketing that expects about
15 percent of its revenue this year to come from the digital sphere.
Recent data from ContentWise, which has served as the industry’s leading source on trends since 1999, reinforces
the thinking. This past year, annual research explored multimedia use and found that the average content marketing
spend per company has nearly doubled when video, online, mobile and other content forms are included.
In fact, the average company in the U.S. is spending $916,054 on printed content marketing, mainly magazines and
newsletters. When nonprint forms of content marketing are included, the average spend rises to $1,813,536, which
is about 32% of the average marketing budget.
The most popular nonprint forms of content marketing are website content (77% of companies), e-mail newsletters
(37%) and RSS feeds (38%). In terms of growth areas, 66% and 54% of corporate marketers say they plan to
spend more on video and mobile in the next year, making those the segments likely to expand most rapidly.
McMurry, one of the largest independent marketing communications companies in the U.S., offers best-in-class
content marketing, interactive and video production services to clients including The Ritz-Carlton Hotel Co., CBS,
Aon, Deloitte, HP, Verizon, UPS, Thomson Reuters and Amtrak, as well as resources to thousands of corporate
Katie Haney, 602-395-5850