2014 The Changing State of Content Marketing

THE CHANGING STATE OF Content Marketing LIQUID SOLID GAS Previously 'Content marketing' as a strategy was up in the air Now Future Lack of strategy means execution is fluid and varies greatly between organisations Brands which solidify their strategies will celebrate concrete results What's happening now? infographics custom graphics photos . 50% of respondents use an external provider for some or all of their content 4 in 5 of respondents invest in content marketing Visuals content for social sharing are the most effective 50 Industry news and blogs Science cartoons News are the second most effective content types for social sharing video тетes Prediction "The use of creative, graphic content will increase as businesses' use of sites like Pinterest increase.' Rene Power, Author, Brilliant B2B Digital Marketing What will happen in 2014? Prediction 'You will see more brands buying actual media companies in 2014.' Joe Pulizzi, Founder, Content Marketing Institute 98% of respondents will spend the same or more оп content Of these, marketing than they did in 2013 3/4 say they will spend more How does 2013 сотpare to 2012? O More companies invested in content marketing in 2013 83% 78% of respondents invested in content in 2013 of respondents invested in content in 2012 Prediction 'I think we'll see more investment in content marketing on the whole . I see increased investment in paid content discovery channels like Outbrain and nRelate.' Stacey Cavanagh, Head of Search, Tecmark More companies outsourced content creation 50% 58% of respondents created content solely in-house in 2013 of respondents created content solely in-house in 2012 2013 2012 Prediction Prediction 'As companies realise there's no way to fake it, there will be a struggle to spend more and get more eyeballs on content.' Julia Dunlop, Founder, Dunlop Web Ltd 'With so much content published every second there will be a drive for much higher quality original content.' Ian Anderson Gray, Web Developer & Social Media Consultant Further projections 'CONTENT WILL BE MORE GEARED TOWARDS CONVERSION OPTIMISATION AND BE MEASURED AGAINST THIS IN A MORE SOPHISTICATED WAY. WE WILL ALSO SEE MORE STORIES ABOUT ACTUAL PEOPLE AND REAL-LIFE SITUATIONS WHEREVER POSSIBLE. HAYLEY PEARCE, MARKETING MANAGER, DOBRANCH '[There will be a) greater shift towards voice search and mobile marketing- therefore making content that is suitable for mobile is crucial." Pak Hou Cheung. Blue Glass 'Multiple platform distribution and real-time involvement such as tweeting or sharing pictures at events will be key.' Adrienne Burns, Axonn Media "There will be a shift in focus from creating more content to creating truly relevant, useful, personalised content.' Karen Webber, Axonn Media Results of a survey of 103 marketers and business leaders conducted by NewsReach in November 2013. NewsReAch INTELLIGENT CONTENT MARKETING F50 50