In 2012, spending on branded content increased significantly, and marketers can take note of trends.

Creating branded content is a priority for content marketers who have recognized the necessity to build brand presence on the web. This is why many companies are shelling out significant cash for content marketing efforts. The development of digital content such as blog posts, social media status updates, white papers and more requires significant resource – time, energy and expertise – but it can also lead to substantial positive gains. Branded content gives companies authoritative voices on the web that spreads awareness and drives ROI.

Branded content comes at a high price

According to a recent survey conducted by the Custom Content Council and ContentWise, spending on branded content has seen a 13 percent increase since 2010. Data shows that $1,725,736 is being spent per company on branded content. Not only that, but 79 percent of surveyed marketers reported that their companies are attempting to produce branded content at an aggressive or moderate pace. Many turned to outsourcing for their efforts – 52 percent outsourced some of their custom content creation in the past year. The average amount spent by companies on outsourcing was $371,364, a new record.Branded content comes at a high price

Repurposing content across multiple platforms, a useful strategy

Repurposing content also emerged as a trend, according to the survey results. Roughly 75 percent of marketers said that content created for print was repurposed for use on the web. For example, a company logo made for print newsletters might see significant promotion on a Facebook Page.

Content marketers understand the need for creative, custom content, but why is so much being spent on the channel? Marketers reported that brand loyalty, educating customers, upselling opportunities and customer retention were all reasons to dedicate significant funds to branded content.

Brafton recently reported that spending on content marketing is on the rise. Digital ad spend has grown significantly, totalling $9.26 billion for the third quarter of 2012. Content marketers looking to continue on the path to success in 2013 should consider these numbers, as they show brands are funneling additional resources to content marketing moving forward.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.