A survey by the Custom Content Council and ContentWise "Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2012," found that custom content spending totaled $40.2 billion in 2011.  That number is slightly higher than the $40.1 billion spent in 2011.

However, not all numbers showed an increase.  Print accounted for $23.6 billion of the spend, but that number is down slightly from $24 billion the previous year.  Additionally, the number of marketers using custom print is on the decline, from 91 percent to 83 percent.

The areas of growth were in the digital arena.  Video had the biggest gain -- Marketers using custom video jumping from 37 percent to 52 percent.   Email used for custom content increased from 66 percent to 71 percent.

Custom Content represented 26 percent of all marketing budgets in 2011, down from 29 percent.