Business marketers spend on average 29 per cent of their marketing budgets on creating customised content, new research shows.

According to a Junta42 survey of 150 marketing decision makers, some 42 per cent of marketers said they have increased their spending on customised content in 2008, while just 12 per cent said they reduced spending in this area.

The survey found that email newsletters are the custom content products that the majority of marketers prefer (cited by 69 per cent of respondents), while white papers and case studies were identified by 50 and 47 per cent of marketers respectively.

In addition, the survey also revealed that 30 per cent of marketers use search engines to find qualified content providers or custom publishers to produce content-based projects, while 28 per cent ask colleagues and friends and 15 per cent use internal resources.

Research by the Custom Publishing Council and Publications Management in 2007 found that customised content accounted for around 27 per cent of B2B and B2C marketers’ budgets.

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