Finding Clarity in Content Marketing

FINDING CLARITY in CONTENT MARKETING What do 400+ marketers think about content marketing, distribution and results? Here are highlights from our July 2014 study. Insight MARKETERS ARE FAR FROM SATISFIED WITH THEIR CONTENT MARKETING EFFORTS. 54% TOP 3 OBJECTIVES of marketers feel they are falling a little or well short of their most important objectives Thought leadership (16%) Lead Brand generation (23%) engagement (20%) AA BIGGEST CHALLENGES 29% 25% 15% 12% 10% 6% 2% Business Creation Targeting Curation Measurement Distribution Sharing results Insight CONTENT DISTRIBUTION IS A HIGH PRIORITY BUT EARLY IN ITS EVOLUTION. MOST IMPORTANT ATTRIBUTES 20% OF CONTENT DISTRIBUTION 1 in 5 marketers are purely focused on traffic /clicks, and don't have a targeting approach for placing content Targeting precision (23%) Scale or reach KPI optimization (16%) (20%) ARE YOU SATISFIED 9% WITH YOUR ABILITY TO DISTRIBUTE CONTENT TO YOUR TARGET AUDIENCE? 10% 45% 45% Somewhat satisfied 37% Somewhat dissatisfied 10% Very dissatisfied 9% Very satisfied 37% Insight PAID CONTENT DISTRIBUTION IS STILL IN ITS INFANCY, BUT SPENDING IS SET TO RISE. While content creation currently enjoys the greatest share of content marketing budgets (37% on average), content distribution will see the biggest increase in share of budget over the next 12 months. USE OF CHANNELS FOR DISTRIBUTION OWNED CHANNELS 87% EARNED CHANNELS 77% PAID CHANNELS 60% | 3% NONE AVERAGE BUDGET ALLOCATION PLANS FOR THE FUTURE FOR PAID, EARNED AND OWNED CHANNELS 25% 58% PAID 31% EARNED of marketers plan to increase their paid content distribution budgets in 44% O OWNED the next twelve months LIKE WHAT YOU SEE? TENT LARITY one spot Discover what 400 content marketers had to say about their perspectives, priorities and plans. 614 Get the Content Clarity report now: www.onespot.com/contentclarity GROUP