KEY NUMBERS

90%

Our research suggests that branded content will continue to grow over the next few years, with 90% of publisher survey respondents saying they expect branded content revenue to increase moving into 2020. WhatsNewInPublishing

40%

Another research by branded content platform Polar found that publisher branded content revenue grew 40% YoY from 2017 to 2018. Polar

33%

One-third of publishers cite convincing advertisers to buy branded content from them instead of their competitors as their greatest obstacle. Scaling content production is the next stumbling block, followed by proving the effectiveness of content. PressBoardMedia, 2019

50%

According to HubSpot, publishers win only half of all RFPs they respond to, and our experience indicates it could be even lower. The difficulty: Publishers are competing against other sites in their niches as well as more traditional products like TV and display ads. PressBoardMedia, 2019

35%

Only 35% of respondents said they take a datadriven approach when pitching ideas to clients. PressBoardMedia, 2019

14%

Almost all publishers measure traffic (90%) — defined as reads or views—and engagement (95%) — time spent and scroll depth — when reporting on the success of their campaigns. Contrast this with the fact that only 14% use studies to show brand lift or recall. PressBoardMedia, 2019

600

As of 2018, the number of publishers building out branded content offerings had reached 600 from 15 just a few years ago. DigitalContentNext

16%

The global content marketing industry will grow at an annual rate of 16% per year through 2021. Technavio

86%

of B2C brands now employ content marketing. Content Marketing Institute

75%

According to a subscriber survey at Business Journals (publisher of more than 40 locally oriented sites like L.A. Biz), more than 75% of their readers would like to see more branded content on their platform. Business Journals

78%

Seventy-eight percent of Business Journals subscribers would like to see more branded content on the platform. Business Journals

Since it launched its studio in 2016, The Business Journals Content Studio has experienced 213% revenue growth. (It declined to disclose revenue.) Its standard content packages range from $5,000 to $70,000, and it projects to publish 1,800 pieces of branded content this year, a 29% increase in two years. Digiday “Five years ago custom content was probably 10% of our business. Now it's closer to 40%.” — Richard Russey, VP and publisher of Inc. Media. Digiday