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Content Marketing State of the Nation Executive Summary ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com Content Ma...
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Content Marketing State of the Nation Executive Summary

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

Content Marketing – State of the Nation Clare Hill, MD CMA “This study shows that whether it be long term engagement, building brands or customer acquisition over 70% of marketers are now using content marketing. For those using content marketing it is the single most important channel across the full marketing mix and equates to 20% of their total budgets. As with any successful content, quality is essential and at The CMA we look forward to driving this agenda forward”.

©TNS 2013

www.the-cma.com

We spoke to 130 marketing decision makers in a range of companies with an annual turnover of £10m+ Turnover

Marketing spend

£

49%

£60m+ £20-£59m

£10-29m

£30m+

Sectors covered

Respondents were mainly at Managerial and Director grades

£

34%

©TNS 2013

26%

£10-£19m £5 -£9m

31%

25%

3

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

Awareness of content marketing is widespread among UK marketers

85% aware of CM

Source: Q3. Had you heard of content marketing before you started this survey? Base: UK professionals involved in marketing activities n=130

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

4

A substantial proportion of those aware of content marketing are currently using it Usage of content marketing (% of total)

70% use CM

These tend to be bigger, international or multinational companies

Source: Q6. Based on the above, does your organisation use content marketing? Base: UK professionals involved in marketing activities n=130

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

5

Approx. 20p of every £ spent by those who use content marketing is spent on CM, more than any other form

Content marketing

Print advertising

Direct marketing

Events

TV

Internet advertising

Outdoor

Social

Radio

19

10

9

15

14

11

7

6

6

18

25

12

18

15

12

8

5

Marketing spend among CM users (%)

…among CM NON-users (indicative %)

Source: Q7. Roughly what proportion (%) of your marketing spend is on each of the following? Base: UK professionals using content marketing n=91 Base: UK professionals who do not use content marketing n=39

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

6

Where CM is not used, print advertising and direct marketing get a bigger share of wallet

Content marketing

Print advertising

Direct marketing

Events

TV

Internet advertising

Outdoor

Social

Radio

19

10

9

15

14

11

7

6

6

18

25

12

18

15

12

8

5

Marketing spend among CM users (%)

…among CM NON-users (indicative %)

Source: Q7. Roughly what proportion (%) of your marketing spend is on each of the following? Base: UK professionals using content marketing n=91 Base: UK professionals who do not use content marketing n=39

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

7

Budget growth for CM likely to impact these two areas

Content marketing

Print advertising

Direct marketing

Events

TV

Internet advertising

Outdoor

Social

Radio

19

10

9

15

14

11

7

6

6

18

25

12

18

15

12

8

5

Marketing spend among CM users (%)

…among CM NON-users (indicative %)

Source: Q7. Roughly what proportion (%) of your marketing spend is on each of the following? Base: UK professionals using content marketing n=91 Base: UK professionals who do not use content marketing n=39

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

8

While overall budgets are essentially static, half of organisations plan to increase CM spend in next 12 months Overall Marketing Spend

42

Content Marketing Spend

Plan to increase Remain the same

51

Decrease

Source: Q17b. How do you expect your organisations’ marketing spend / budget to change over the next 12 months? Spend on content marketing | Above the line marketing spend | Overall marketing spend Base: 130 for overall, 91 for content marketing

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com

9

While overall budgets are essentially static, half of organisations plan to increase CM spend in next 12 months Overall Marketing Spend

Content Marketing Spend

97% 42

Plan to increase Remain the same

51

Decrease

of businesses that currently spend over £350k on CM are planning to increase this further

Source: Q17b. How do you expect your organisations’ marketing spend / budget to change over the next 12 months? Spend on content marketing | Above the line marketing spend | Overall marketing spend Base: 130 for overall, 91 for content marketing

©TNS 2013

A study conducted by TNS for the CMA - November 2013

10

www.the-cma.com

Brand engagement and brand building top the list of objectives for marketers using CM

1

Engage customers with the brand long-term

2

Build the brand

3

Acquire customers

Source: Q8. What are the key objectives for using content marketing in your organisation? Base: UK professionals using content marketing n=91

©TNS 2013

A study conducted by TNS for the CMA - November 2013

11

www.the-cma.com

But how effective is CM perceived to be in achieving targets?

1

Engage customers with the brand long-term

2

Build the brand

3

Acquire customers

Source: Q15. Which objectives would you say you achieved/are achieving with content marketing? Rank according to % who rated CM to be “5 - very effective” or “4 - effective” (scale from 1-5)

©TNS 2013

A study conducted by TNS for the CMA - November 2013

12

www.the-cma.com

Measuring effectiveness of CM efforts particularly ROI is a key challenge, as is creating good quality content Top 3 challenges marketers face with content marketing

2

1 Proving the effectiveness of CM internally as we define it

Securing enough budget

3 Creating content of appropriate quality

Source: Q10. What are the key challenges your organisation has encountered in its CM efforts? Base: UK professionals using content marketing n=91

©TNS 2013

A study conducted by TNS for the CMA - November 2013

13

www.the-cma.com

Reinforcing the point on quality



Changes in Google algorithms mean quality online content is vital to being visible. But the current risk is that marketing departments do not have the right skills or understanding to practice content marketing properly – and these brands will suffer at the hands of Google. Those with backgrounds in journalism are a must-have asset for brands engaging in content. Sharon Flaherty, Head of Content and PR, Confused.com



©TNS 2013

A study conducted by TNS for the CMA - November 2013

14

www.the-cma.com

CM activities are currently predominantly being done in-house, an opportunity for agencies Currently use Internal employees/resources

74

PR agency

60

Ad agency

56 51

A specialist CM agency Freelance CM professionals

39

Other freelance professionals

38

Online publisher

37

Freelance journalists/editors

37

Social media agency

33

Integrated agency

32



Source: Q9. Who do you work with in planning and implementing your content marketing activities? Base: UK professionals using content marketing n=91 Quote: In-depth interviews with practitioners

©TNS 2013

A study conducted by TNS for the CMA - November 2013

ATL agencies have traditionally been good at helping clients design, evaluate and sell marketing interventions internally. It is important for CM agencies to adopt the same approach to show how effective content can support business objectives. Chris Moriarty, Head of Corporate Affairs, CIM



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www.the-cma.com

In summary

The industry is largely aware of content marketing

©TNS 2013

It is widely used, primarily for brand engagement and building, less so acquisition

Key issues surround proving its ROI and creating appropriate quality content

A study conducted by TNS for the CMA - November 2013

The role of specialists in delivering content marketing to organisations has room for growth

16

www.the-cma.com

Go to the CMA case study gallery to view hundreds of multichannel content marketing case studies that demonstrate what editorial intelligence can do for your brand…

©TNS 2013

A study conducted by TNS for the CMA - November 2013

www.the-cma.com