Content-led marketing budgets are expected to rise in 2022

Budgets for content-led marketing are expected to increase in the year ahead, particularly across trusted digital media brands and paid social platforms, according to a survey by World Media Group.

Why it matters

The Global Content Marketing Futures study, from the strategic alliance of the world’s leading media brands, indicates how advertisers, agencies, media brands and consultancies see this marketing channel developing as the world emerges from the impacts of the pandemic.

Takeaways 

• There’s a clear belief in the importance of context for providing the right engagement and impact for brand storytelling: advertisers rate this at 8.8 out of 10 on a sliding scale of importance; agencies, media owners and consultants rate it at 8.9. 
• One hundred percent of advertisers said they expect to maintain or increase their investment in trusted digital media channels in the year ahead.
• Eight in ten (82%) respondents choose to amplify content through trusted digital media channels; the same proportion cite paid social.
• The majority of advertisers (62%) believe it’s important to be ‘always on’ for their customers. The favoured strategy is to use brand storytelling to build long-term engagement with audiences.
• Advertisers believe that the content-led approach is best for building brand engagement, while agency leaders see it as a vehicle for changing brand perceptions. Media owners lean towards using it to demonstrate thought leadership. 
• Time spent with the content is the most important KPI for advertisers, while agencies and media owners look for a shift in brand perceptions.

 [Image: World Media Group]