Cm state of the nation cma tns_executive summary

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TNS research from the CMA amongst leading marketers shows the growing importance of content. Those who use it spend more on content than any other media; and 51% plan to spend more this year.

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Cm state of the nation cma tns_executive summary

  1. 1. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com Content Marketing State of the Nation Executive Summary
  2. 2. ©TNS 2013 www.the-cma.com “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”. Clare Hill, MD CMA Content Marketing – State of the Nation
  3. 3. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 49% 25% 26% £5 -£9m £10-29m £30m+ We spoke to 130 marketing decision makers in a range of companies with an annual turnover of £10m+ Turnover £60m+ £20-£59m £10-£19m Marketing spend 3 £ Sectors coveredRespondents were mainly at Managerial and Director grades £31% 34%
  4. 4. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com Awareness of content marketing is widespread among UK marketers Source: Q3. Had you heard of content marketing before you started this survey? Base: UK professionals involved in marketing activities n=130 aware of CM 4 85%
  5. 5. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com A substantial proportion of those aware of content marketing are currently using it Source: Q6. Based on the above, does your organisation use content marketing? Base: UK professionals involved in marketing activities n=130 Usage of content marketing (% of total) These tend to be bigger, international or multinational companies 5 use CM 70%
  6. 6. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 19 10 9 15 14 11 7 6 6 Approx. 20p of every £ spent by those who use content marketing is spent on CM, more than any other form Marketing spend among CM users (%) 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 Content marketing Print advertising Direct marketing Events TV Internet advertising Outdoor Social Radio 6 …among CM NON-users (indicative %) 18 25 12 18 15 12 8 5
  7. 7. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 19 10 9 15 14 11 7 6 6 Marketing spend among CM users (%) 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 Content marketing Print advertising Direct marketing Events TV Internet advertising Outdoor Social Radio 7 …among CM NON-users (indicative %) 18 25 12 18 15 12 8 5 Where CM is not used, print advertising and direct marketing get a bigger share of wallet
  8. 8. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 19 10 9 15 14 11 7 6 6 18 25 12 18 15 12 8 5 Marketing spend among CM users (%) 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 Content marketing Print advertising Direct marketing Events TV Internet advertising Outdoor Social Radio 8 …among CM NON-users (indicative %) Budget growth for CM likely to impact these two areas
  9. 9. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 51 Plan to increase Remain the same Decrease 42 While overall budgets are essentially static, half of organisations plan to increase CM spend in next 12 months 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 Overall Marketing Spend Content Marketing Spend 9
  10. 10. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 51 Plan to increase Remain the same Decrease 42 While overall budgets are essentially static, half of organisations plan to increase CM spend in next 12 months 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 Overall Marketing Spend Content Marketing Spend 97% of businesses that currently spend over £350k on CM are planning to increase this further 10
  11. 11. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 11 Brand engagement and brand building top the list of objectives for marketers using CM Engage customers with the brand long-term Build the brand Acquire customers Source: Q8. What are the key objectives for using content marketing in your organisation? Base: UK professionals using content marketing n=91 21 3
  12. 12. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 12 But how effective is CM perceived to be in achieving targets? 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) Engage customers with the brand long-term Build the brand Acquire customers 21 3
  13. 13. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com Measuring effectiveness of CM efforts particularly ROI is a key challenge, as is creating good quality content Source: Q10. What are the key challenges your organisation has encountered in its CM efforts? Base: UK professionals using content marketing n=91 Top 3 challenges marketers face with content marketing Creating content of appropriate quality Proving the effectiveness of CM internally as we define it Securing enough budget 1 32 13
  14. 14. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 14 “ 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 ” Reinforcing the point on quality
  15. 15. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 www.the-cma.com 15 CM activities are currently predominantly being done in-house, an opportunity for agencies 74 60 56 51 39 38 37 37 33 32 Internal employees/resources PR agency Ad agency A specialist CM agency Freelance CM professionals Other freelance professionals Online publisher Freelance journalists/editors Social media agency Integrated agency “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 ”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 Currently use
  16. 16. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 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 The role of specialists in delivering content marketing to organisations has room for growth 16
  17. 17. ©TNS 2013 A study conducted by TNS for the CMA - November 2013 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…

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