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”.
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
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
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
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
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
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)
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
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
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
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
”
15
www.the-cma.com
In summary
The industry is largely aware of content marketing
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…
