Using Branded Content

According to a recent study by the Custom Content Council in partnership with ContentWise, branded content initiatives are considered by marketers to be more effective than any other leading form of advertising and marketing.  Approx. 68% of companies surveyed continue to shift their ad dollars to branded content.


The number one reason for using branded content is customer education and retention, says the report. Keith Sedlak, Chair of the Custom Content Council, says that “… the 2010 numbers illustrate a spending level that is nearly 100% above 2008."


A Few Key Points:

• Effectiveness:  66% of marketers think branded content is superior to direct mail and 63% think it is superior to public relations.
• Primary reason for utilization:  customer education (54%), customer retention (23%).
• Secondary reason for utilization:  customer retention (35%), customer education, brand loyalty (26%).
• Marketing investment:  29% of the average overall marketing, advertising and communications budgets were dedicated to branded content.

The research was conducted via online and mailed methods targeting a random sample of companies across all industries, producing a +/- 6% degree of accuracy at a 90% confidence level.