The 2017 State of Content Marketing

THE 2017 STАТЕ OF CONTENT MARKETING We asked thousands of marketing decision makers in the UK to share their thoughts on the state of play for content marketing in 2017. By shining a light on marketer behaviours we are able to identify where the knowledge gaps and barriers to success really are.. MARKETING OUTLOOK 79% 6% BUT surveyed believed that the use of content marketing was either very or quite effective less than 10% of those surveyed were definitely sure how to implement content marketing HOW IS CONTENT MARKETING MEASURED? Please select the key goals that your company has when it pursues content marketing. Brand awareness 85% Engagement 83% Improve search engine vis 71% Lead generation 70% Customer Retention 48% Sales 46% Up-sell/cross-sell 37% Customer evangelism 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% MARKETING GOALS How do you measure the success of your content marketing within your organisation? AN INCREASE IN TRAFFIC CUSTOMER RENEWAL RATES 85% of those asked However, only 9% said that an increase in traffic was how they defined marketing success. said that customer renewal rates was how they saw success. BUDGET ALLOCATION As a percentage, please indicate what percentage of your company's marketing budget tends to be spent on content marketing per year. 2015 2016 10-20% 23% (1) £ 70% expect their content investment to rise in 2017. A Not a single one of the respondants expected their investment to decrease in 2017. CONTENT DISTRIBUTION DISTRIBUTION PLATFORMS Which - if any - of the below platforms does your company use to distribute content? 91% IN 2015 83% 69% 70% 68% voted Twitter as the most effective platform. Tube in (2) 43% 28% 15% G+ 6% 6% 2% Twitter Facebook YouTube Linkedin Instagram Google+ Pinterest Slideshare Taboola Outbrain MARKETING CHALLENGES HISTORICAL PROBLEMS What are the biggest challenges your company has had over the last year with content marketing? A 61% 51% 49% 35% 22% 22% Lack of Internal Media rates Poor Delivery From Agencies Too few Restrictive staff budget Politics Brand Rules A Interestingly, internal issues were the most common ones facing content marketers. WHY DON'T YOU INVEST MORE? Choosing only one option from the below, what is the main reason your company does not invest more in content marketing? 24% 2% My CEO/CFO doesn't like it Resource shortage 22% 4% Hard to prove its effectiveness Poor previous experiences Reasons for not investing more in content 12% § 4% Current investment Too expensive is sufficient marketing 12% • 4% Other Skill shortage 10% • 6% Other channels deliver better returns Too time consuming 65% 62% 60% 33% find it a challenge to produce engaging don't know how to can't find the measure the ROI of their campaigns. say that they can't produce content consistently. best creatives. content. KNOWLEDGE THE ROLE OF CONTENT MARKETING From 0 - 100, how much would you agree with the following statements? 49 50 57 71 "We can effectively measure the impact "Our content marketing strategy is linked to all other parts of the business." "Content marketing has long been an established part of our marketing approach." "Content marketing is a key part of our marketing strategy." that content has on our business." 10 20 30 50 90 100 TEAM CLARITY In your opinion, would you generally say your team is clear on how best to run content marketing? Very effective Quite effective Not sure Not very effective Not effective at all 48% 31% 13% 6% 2% THE STATE OF All data obtained from a survey conducted in 2016 by Zazzle Media for The State of Content Marketing. CONTENT MARKETING ADDITIONAL SOURCES (1) http://www.editionsfinancial.co.ulk/wp-content/uploads/2014/11/CM20151 .pdf (2) http://contentmarketinginstitute.com/wp-content/uploads/2015/12/2016_UKResearch FINAL.pdf 2017 QZazzle E POWERED BY A BRIGHTER DIGITAL FUTURE