Global content marketing revenues increased by 14 per cent to $28.1 billion (£21.7 billion) last year and are set to soar at a similar rate in 2017, according to the second edition of PQ Media’s Global Content Marketing Forecast. Branded mobile content, digital videos and social media were noted among the key drivers for the impressive growth figures.
PQ Media’s publication is the most comprehensive content marketing overview with a wealth of in-depth data and analysis for different segments of the now-vast industry. Overall, double-digit growth is expected for the foreseeable future, as the latest study forecasts revenues to jump by 14 per cent again this year due to heavier investment, the popularity of branded content and better optimised strategies and campaigns.
B2B remains the largest sector for content with revenues of $14.7 billion (£11.3 billion) compared to the B2C sector’s $13.4 billion (£10.3 billion), but the latter grew at a faster rate during 2016. The US is also the largest market with operator revenues of $12.4 billion (£9.6 billion), though Germany, Japan, the UK and France are all generating in excess of $1 billion (£770 million), and each of the 20 leading markets are growing at double-digit rates.
Digital-only content is also growing at a faster rate than any other platform category, as insightful, thought-provoking articles and other mobile and social media content saw a 24.6 per cent uptick to $8.8 billion (£6.8 billion) last year. Non-textual resources ranging from branded digital videos to games also surged by 21.6 per cent to $4.5 billion (£3.5 billion) despite being one of the smallest platforms overall, which is a testament to the health of the industry.
“Since we released the first edition of this Forecast in 2015, content marketing’s positive momentum has continued to build, as brand marketers have become more organised, the number of practicing professionals has soared and there has been a gradual improvement in ROI metrics,” PQ CEO and Media President Patrick Quinn said.
He added: “Content marketing has also become a global phenomenon – second only to mobile advertising and marketing – with many brands targeting influencers who share sponsored content with their loyal communities, particularly among the younger Millennial and i-Gen demographics.”