Chief Marketing Officers - Content Spend Is Top Budget Priority
Big Blue (IBM) released this big blue infographic covering marketing, summarizing interview results from 100 top CMOs.
"...content for use across the buyer journey is currently king, grabbing the top program budget spot. Traditional and digital media spend is almost in parity...."
Content is getting budget, and budgets are increasing. I do find myself wondering about technology expenditures in that mix. Meanwhile, Gartner has content marketing on the down-slope to their 'trough of disillusionment.' (Ironic thing for Gartner to state - they've been content marketing driven for a VERY long time.)
What makes some good old horse sense to me about this survey summary is the notion that content bridges both the stages of the customer journey, and the channels through which content is delivered/encountered. It's an implicit acknowledgement that the customer is in charge - give 'em what they're looking for, where they're looking for it, when they need it.
While it's not an earth-shaking use of visual communication, it's a quick digestible piece worth a glance.