The Hidden Truth About the Cost of Marketing Content

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As the pressure to exhibit the value of marketing rises, one overlooked metric for return on investment (ROI) analysis also rises. Non-working spend (the cost of producing marketing content), as opposed to working spend (the cost of distributing it), can take up more than 40% of the average advertising budget. Just as importantly, with more businesses and brands investing in programmatic and social channels, the industry-wide rise in content costs is showing little sign of a slowdown.

To create the first study on marketing creation costs, Percolate surveyed more than 300 enterprise CMOs, VPs, and Marketing Directors about their non-working media budgets and cost benchmarks. Here’s an infographic that is based on the findings of the said study.


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