What Will Content Planners Budget For in 2022 [HubSpot Blog Research]

Content Planners Budget: In 2021, the pandemic forced marketers to pivot their content plans more than ever before. In fact, 99% of marketers who have ever pivoted their content plan did so in 2021, with 39% of them pivoting three times that year. So how are they budgeting in 2022?

Our survey of over 600 media planners reveals that marketers are taking a more conservative approach to content planning in 2022, with 71% saying they will increase their budgets by 10% or less. This is a significant decrease from last year, when 87% of marketers said they would increase their budgets by 10% or less. However, it’s important to note that the pandemic is still raging on and the world is still adjusting to this new normal.

How much are marketers spending on content marketing?

The importance of content marketing is no secret. In a world where consumers are bombarded with advertising from every direction, content marketing allows brands to break through the noise and build relationships with their customers. And it seems that brands are taking notice.

According to HubSpot Blog Research, 39% of marketers surveyed say they allocate 31-50% of their total marketing budget to content marketing. This tells us that brands are leveraging content marketing above many other marketing strategies, as they put at least a third of their funding in it. And with good reason – content marketing has been shown to improve brand loyalty, customer engagement, and even sales. In a crowded marketplace, investing in content marketing is essential for any brand that wants to stand out from the competition.

marketers' quarterly content marketing budget in 2022

So, you want to start a content marketing campaign. But where do you begin? If you’re like most marketers, you probably have a lot of questions. How much should you budget for your content marketing efforts? What kinds of content will be most effective? And how can you measure the success of your campaign?

Content Marketing Institute (CMI)

Fortunately, there’s no shortage of res to help you get started. The Content Marketing Institute (CMI) is a great place to begin your research. CMI has published a number of helpful articles on topics such as budgeting, planning, and creating effective content. In addition, CMI conducts an annual survey of content marketers to collect data on trends and best practices. The most recent survey found that the majority of marketers

The second-highest figure was $100K-200K, reported by 16% of marketers surveyed, then $201K to $300K by 14% of respondents. The data showed that the majority of marketers are earning salaries that fall within the $100K to $200K range. This is not surprising, as marketing is a highly skilled profession that requires a great deal of training and experience.

Marketing Professionals

However, there are also a significant number of marketing professionals who are earning salaries above $200K. These individuals tend to be highly experienced and have specialized skillsets that enable them to command higher salaries. Marketing is a lucrative profession, and these numbers confirm that it is possible to earn a very good living in this field.

The specific amount tells us less about how much importance brands place on content marketing and more about the cost of this strategy.

It would be easy to think that all you need to do is write a few blog posts and that’s it. The truth is there’s so much that goes into content marketing, from copywriting and designing to research and media buying.

If you don’t invest time and money into it, you won’t get much back.

content planners budget
photo by campaign creators on unsplash

Where are content planners budgeting for in 2022?

In order to answer this, we must first understand their goals. When asked their top goals for their media planning strategies, 33% said it was to engage and grow new audiences. The second highest answer was maximizing the return on investment (ROI) of their content. These are both excellent goals that can be achieved through careful planning and budgeting.

When it comes to growing new audiences, content planners should consider allocating funds for advertising and outreach initiatives. Additionally, they should allocate a portion of their budget for creating high-quality content that will resonates with their target audience. Lastly, maximizing ROI requires content planners to track metrics and analyze data in order to optimize their content strategy. By doing

The remaining goals are as follows:

  • Understanding which channels/platforms their audience spends the most time on (30%)
  • Analyzing the effectiveness of their content marketing strategy (29%)
  • Measuring KPIs across media channels (28%)
  • Understanding which channels or platforms are most effective for sharing their content (27%)

By 2022, it is expected that market research efforts will continue to be focused on finding the most effective channels to reach target audiences and understanding audience demographics. This is evident in the responses of content planners, with 53% saying that conducting market research is their top media planning investment for next year.

Market Research

The reason for this heightened focus on market research is clear – without a thorough understanding of the audience, it is impossible to create an effective marketing strategy. By taking the time to understand who the target audience is and what they want, businesses can ensure that their marketing efforts are well-targeted and likely to be successful. In a rapidly changing media landscape, this kind of market research is more important than ever.

As the famous saying goes, “you can’t please everyone.” The same is true for businesses – no matter how great your product or service is, there will always be some people who just aren’t interested. That’s why it’s so important to target your marketing efforts. Otherwise, you’re just wasting your time and money trying to reach people who will never convert.

One of the best ways to target your marketing is to conduct market research. This will help you to understand your audience better and figure out where they are spending their time. Once you know this, you can focus your efforts on the channels that are most likely to reach them.

Another popular strategy for marketing in 2019 is conducting an audit of your content. This is

Which media channels are content marketing focusing on?

As a marketer, one of your key tasks is media planning – figuring out which mix of channels will be most effective in reaching your target audience. And with the sheer number of channels available today, that can be quite a challenge.

According to HubSpot Research, 84% of media planners use a mix of organic and paid media. And in the past year, many marketers have also experimented with new social media platforms and features, with two-thirds trying something new. The top platforms they tested were Instagram Shops and Facebook Shops.

With so many options available, it’s important to consider what will work best for your business and your target audience. Determining the most effective media mix can be a daunting task

When asked “Which media channels do you plan to invest the most in this year? ” 14% said paid social media content, which marketers surveyed say, offers the highest ROI and the best engagement of any channel.

top media channels marketers plan to invest in this year

Organic social content continues to be a key investment for media planners, with 43% of respondents saying they use it and 9% planning to increase their investment in the next year. The organic reach of social media platforms has been declining in recent years, making it more difficult for brands to connect with their target audiences. However, organic social content remains an important way to reach consumers, especially younger demographics. In addition, organic social content can be a more cost-effective way to reach consumers than paid advertising. For these reasons, organic social content is likely to remain a key investment for media planners in the coming years.

Email marketing came out on top as the most leveraged media channel, used by one in two media planners, and offers the third-highest ROI. Its use is also forecasted to grow this year, with 22% of content planners planning to use it for the first time this year.

In the past two years, we’ve faced so much unpredictability, which has kept marketers on their toes, to say the least. This year, it seems content planners are cautiously optimistic and equipped with strategies that will help them grow their audience.

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