‘BtoB’/Junta42 Match research finds nearly 30% of marketing budgets devoted to custom content

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New York—B-to-b marketers will spend an average of 29.4% of their total marketing budgets on custom content and custom publishing initiatives this year, according to a joint research study conducted by BtoB and Junta42 Match.

The research was based on an online survey of 150 marketers conducted during the last week of March.

It found that the most popular forms of custom content produced by marketers include e-mail newsletters (69%), white papers (50%) and case studies (48%).

Other popular formats include employee newsletters (29%), custom events/road shows (39%) and webcasts/webinars (31%).

Marketers find custom content providers through online searches (30%), asking a colleague or friend (28%) or reading an industry publication (13%).

Also, 15% of marketers produce custom content in house, 11% use an agency and 3% hire a consultant.

—Kate Maddox

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