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Driving Content Marketing Success in Europe - 2014
 

Driving Content Marketing Success in Europe - 2014

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The popularity of content marketing has grown dramatically over the last few years. More and more companies are shifting budget away from traditional paid advertising towards inbound marketing.

The popularity of content marketing has grown dramatically over the last few years. More and more companies are shifting budget away from traditional paid advertising towards inbound marketing.

Content is at the core of a successful inbound funnel. But what makes one company successful at content marketing, where another fails?

HubSpot and Smart Insights joined forces to find out what has been going on in content marketing in Europe. We surveyed 2600+ marketers to discover their common challenges, and plans for 2014. Want to see how stacks up against them?

Get your copy of the report here http://offers.hubspot.com/driving-content-success-in-2014

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    Driving Content Marketing Success in Europe - 2014 Driving Content Marketing Success in Europe - 2014 Presentation Transcript

    • DRIVING CONTENT SUCCESS IN 2014 9 Revealing Insights From European Marketers
    • We already know people have... the way they purchase goods and services.
    • The consumer is now in complete control of when and how they buy from you.
    • SO HOW DO MARKETERS ad apt
    • MANY HAVE.
    • HUBSPOT AND SMART INSIGHTS SURVEYED MARKETERS, CMOS, AND AGENCIES ALL ACROSS EUROPE.
    • THEN SHARED THE RESULTS WITH TOP MARKETING THOUGHT LEADERS ACROSS THE GLOBE.
    • EXCITED WE’RE TO SHARE WHAT WE LEARNED…
    • SO WE CREATED...
    • HubSpot & Smart Insights DRIVING CONTENT MARKETING SUCCESS European Edition Download Report
    • HERE ARE THE REPORT’S MOST REMARKABLE DISCOVERIES…
    • PART I The growth of CONTENT MARKETING in Europe
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 1 Marketers are struggling with content adoption within their companies.
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 71% of European companies’adoption of content marketing has been inconsistent or worse.
    • How has your organisation embraced content marketing? None-limited use We make little use of content marketing and there is little senior management support. 13% Basic use of content marketing 20% We make some investment in content marketing, but senior management doesn’t support further investments. Inconsistent 36% We invest sufficiently in some areas and have good capabilities with management support, but other areas aren’t committed to or integrated sufficiently. Advanced 22% We invest in content marketing as needed with management support, but could optimise and integrate further. Optimised. We invest in content as needed, have well-developed capabilities, and are optimising them further. Responses that were N/A have been removed from this graph 9%
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 2 The majority of marketers are only spending a small portion of their budget on content marketing.
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 49% of marketers in Europe spend 0-20% of their marketing budget on content marketing.
    • 80 - 100% 3% 60 - 80% 7% 0 - 20% 49% What percent of the marketing budget will you spend on content marketing in 2014? 12% 13% 16% 20 - 40% Responses that were N/A have been removed from this graph 40 - 60% Don’t Know
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 3 Marketers are investing their budget in creating an internal content team versus using an external resource.
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 55% of European marketers are increasing their spend on internal headcount in 2014.
    • THE GROWTH OF CONTENT MARKETING IN EUROPE How will your investment in these content marketing activities change in 2014? Content Creation (External Resource) 40.3% 36.5% Paid AdWords or Advertising Network Promotion 37.7% 37.4% INCREASE 7.1% 11.1% Paid social distribution ( e.g. through social networks) Content promotion through earned media ( social media and PR ) 37.2% 69.0% Content creation ( internal - headcount ) 55.1% Strategy and editorial 57.7% 41.2% STAY THE SAME DECREASE 7.2% 24.3% 37.2% 33.7% Responses that were N/A have been removed from this graph 2.7% 1.9% 2.5%
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 4 Marketers are focusing their budget on creating an inbound machine to help promote their content.
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 69% of European marketers are increasing their investment in promoting their content through earned media (Social & PR).
    • PART II The Effectiveness of CONTENT MARKETING in Europe
    • THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE 5 Marketers recognised how effective content marketing can be for achieving their business goals.
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 49% Have seen a return on their investment in content marketing.
    • 49% I AM CONVINCED OF THE VALUE THAT INVESTMENTS IN CONTENT CAN DELIVER AND THAT IT CAN BE A MEASURABLE ROI How is content marketing valued in your company? 6.6% I SEE OPPORTUNITES FROM SOME CONTENT MARKETING CHANNELS BUT MEASUREMENT OF ROI IS LIMITED I’M NOT CONVINCED OF THE POTENTIAL OF CONTENT MARKETING TO DELIVER VALUE AND SEE IT AS DIFFICULT TO MEASURE ROI 44.4%
    • THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE 6 Creating and implementing a content strategy is pivotal to seeing success with content marketing.
    • THE GROWTH OF CONTENT MARKETING IN EUROPE 58% Found their content to be much more effective with a content strategy in place.
    • THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE Which of these content marketing techniques have you found most effective? 58.3% Creating a content marketing strategy 45.2% Customer and buyer personas 41.3% Customer journey mapping 37.5% Editorial calendars Content ROI and value assessment (via analytics) Responses that were N/A have been removed from this graph 35.2%
    • THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE 7 Content marketing works for lead generation and customer acquisition.
    • THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE 42% Have generated leads or customers through blogging.
    • Which of these content marketing assets has generated leads or sales for your company? 42.4% Blog posts or articles 37.8% Enewsletters or online magazines Own community or forum 25.6% Animated explainer videos 25.1% 23.5% Branded engagement and viral videos 23.4% Whitepapers or Ebooks 21.5% Infographics 20.1% Mobile specific apps or engagement tools Industry or consumer research reports 19.9% Webinars 19.8% Competitions 19.8% 10.8% Calculators and interative tools Quizzes Games 15.3% 10.5% 7.1% Responses that were N/A have been removed from this graph
    • PART III The Planning of CONTENT MARKETING in Europe
    • THE PLANNING OF CONTENT MARKETING IN EUROPE 8 European marketers are struggling to measure the ROI of their content marketing.
    • What are some of the major challenges with content marketing? Measurement - measuring ROI and effectiveness 15.5% Content strategy - choosing quality content to engage 15.5% Content quality - Creating sufficient quality content 15.3% Content frequency - Developing sufficient content 15.3% Budget and making the case - insufficient budget or buy-in 10.8% Outreach - forming and managing partnerships to share content 9.7% Integration - integrating content marketing into other activities 8.9% Skills - lack of specific content marketing skills Other 8.3% 0.8%
    • THE PLANNING OF CONTENT MARKETING IN EUROPE 56% Don’t have any kind of defined strategy in place yet.
    • 16.7% YES - IT’S INTEGRATED INTO OUR MARKETING COMMUNICATIONS INBOUND MARKETING STRATEGY 56% Does your organisation have a clearly defined content marketing strategy or plan? YES - IT’S DEFINED IN A SEPARATE DOCUMENT 32.3% NO - WE ARE DOING CONTENT MARKETING, BUT NO DEFINED STRATEGY Responses that were N/A have been removed from this graph
    • HOWEVER...
    • THE PLANNING OF CONTENT MARKETING IN EUROPE 58% Rated strategy as a top priority for 2014, following content promotion.
    • How will your investment in these content marketing activities change in 2014? Content Creation (External Resource) 40.3% 36.5% Paid AdWords or Advertising Network Promotion 37.7% 37.4% 11.1% Paid social distribution ( e.g. through social networks) 37.2% 41.2% INCREASE 7.1% 7.2% Content promotion through earned media ( social media and PR ) 69.0% Content creation ( internal - headcount ) 55.1% Strategy and editorial 57.7% 24.3% 37.2% 33.7% Responses that were N/A have been removed from this graph STAY THE SAME DECREASE 2.7% 1.9% 2.5%
    • THE PLANNING OF CONTENT MARKETING IN EUROPE 9 Planning content in advance is an area that needs improvement.
    • THE PLANNING OF CONTENT MARKETING IN EUROPE 42% Only plan their content on a campaign or quarterly basis at best.
    • THE PLANNING OF CONTENT MARKETING IN EUROPE How far into the future is content marketing planned? One year or more vision and strategic initiatives Annual plans maximium 9% 20% 42% Campaign and quarterly plans maximum Mainly day-to-day, week-to-week planning 29%
    • Download the full report and see how your strategy stacks up against others in your industry. Download Report