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.

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

  1. 1. RevealingInsightsFrom EuropeanMarketers 9 DRIVING CONTENT SUCCESS IN 2014
  2. 2. thewaytheypurchase goodsandservices. Wealreadyknowpeoplehave...
  3. 3. Theconsumerisnow incompletecontrolof whenandhowthey buyfromyou.
  4. 4. SO HOW DO MARKETERS dapta
  5. 5. MANY HAVE.
  6. 6. HUBSPOT AND SMART INSIGHTS SURVEYED MARKETERS, CMOS, AND AGENCIES ALL ACROSS EUROPE.
  7. 7. THEN SHAREDTHE RESULTSWITH TOP MARKETINGTHOUGHT LEADERS ACROSSTHE GLOBE.
  8. 8. WE’RE EXCITEDTO SHARE WHATWE LEARNED…
  9. 9. SOWE CREATED...
  10. 10. HubSpot&SmartInsights DRIVING CONTENT MARKETING SUCCESS EuropeanEdition Download Report
  11. 11. HERE ARE THE REPORT’S MOST REMARKABLEDISCOVERIES…
  12. 12. Thegrowthof CONTENT MARKETING inEurope PART I
  13. 13. 1 Marketersarestrugglingwithcontent adoptionwithintheircompanies. THE GROWTH OF CONTENT MARKETING IN EUROPE
  14. 14. ofEuropeancompanies’adoption ofcontentmarketinghasbeen inconsistentorworse. 71% THE GROWTH OF CONTENT MARKETING IN EUROPE
  15. 15. How has your organisation embraced content marketing? None-limited use We make little use of content marketing and there is little senior management support. Basic use of content marketing We make some investment in content marketing, but senior management doesn’t support further investments. Inconsistent We invest sufficiently in some areas and have good capabilities with management support, but other areas aren’t committed to or integrated sufficiently. Advanced 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. 9% 20% 36% 22% 13% Responses that were N/A have been removed from this graph
  16. 16. Themajorityofmarketersareonly spendingasmallportionoftheir budgetoncontentmarketing. THE GROWTH OF CONTENT MARKETING IN EUROPE 2
  17. 17. ofmarketersinEuropespend0-20%oftheir marketingbudgetoncontentmarketing. 49% THE GROWTH OF CONTENT MARKETING IN EUROPE
  18. 18. Whatpercentofthemarketing budgetwillyouspendon contentmarketingin2014? 0 - 20% 3% 7% 12% 13% 16% 49% 80 - 100% 60 - 80% 40 - 60% Don’tKnow 20 - 40% Responses that were N/A have been removed from this graph
  19. 19. Marketersareinvestingtheirbudget increatinganinternalcontentteam versususinganexternalresource. THE GROWTH OF CONTENT MARKETING IN EUROPE 3
  20. 20. ofEuropeanmarketersareincreasing theirspendoninternalheadcountin2014. 55% THE GROWTH OF CONTENT MARKETING IN EUROPE
  21. 21. THE GROWTH OF CONTENT MARKETING IN EUROPE Howwillyourinvestmentinthesecontentmarketingactivitieschangein2014? ContentCreation(ExternalResource) 40.3% 36.5% 7.1% INCREASE STAY THE SAME DECREASE PaidAdWordsorAdvertising NetworkPromotion 37.7% 37.4% 11.1% Paid social distribution ( e.g. through social networks) 37.2% 41.2% 7.2% Contentpromotionthroughearned media(socialmediaandPR) 69.0% 24.3% 2.7% Contentcreation(internal-headcount) 55.1% 37.2% Strategyandeditorial 57.7% 33.7% 1.9% 2.5% Responses that were N/A have been removed from this graph
  22. 22. Marketersarefocusingtheirbudgeton creatinganinboundmachinetohelp promotetheircontent. THE GROWTH OF CONTENT MARKETING IN EUROPE 4
  23. 23. ofEuropeanmarketersareincreasing theirinvestmentinpromotingtheircontent throughearnedmedia(Social&PR). 69% THE GROWTH OF CONTENT MARKETING IN EUROPE
  24. 24. TheEffectivenessof CONTENT MARKETING inEurope PART II
  25. 25. Marketersrecognisedhoweffective contentmarketingcanbefor achievingtheirbusinessgoals. THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE 5
  26. 26. Haveseenareturnontheirinvestmentincontent marketing. 49% THE GROWTH OF CONTENT MARKETING IN EUROPE
  27. 27. Howiscontentmarketing valuedinyourcompany? 44.4% 6.6% 49% I AM CONVINCED OF THE VALUE THAT INVESTMENTS IN CONTENT CAN DELIVER AND THAT IT CAN BE A MEASURABLE ROI 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
  28. 28. Creatingandimplementingacontent strategyispivotaltoseeingsuccess withcontentmarketing. THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE 6
  29. 29. Foundtheircontenttobemuchmore effectivewithacontentstrategyinplace. 58% THE GROWTH OF CONTENT MARKETING IN EUROPE
  30. 30. THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE Whichofthesecontentmarketingtechniqueshaveyoufoundmosteffective? Creating a content marketing strategy 58.3% Customer and buyer personas Customer journey mapping Editorial calendars 41.3% Content ROI and value assessment (via analytics) 45.2% 37.5% 35.2% Responses that were N/A have been removed from this graph
  31. 31. Contentmarketingworksforlead generationandcustomeracquisition. THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE 7
  32. 32. Havegeneratedleadsorcustomersthrough blogging. 42% THE EFFECTIVENESS OF CONTENT MARKETING IN EUROPE
  33. 33. Whichofthesecontentmarketingassetshasgeneratedleadsorsalesforyourcompany? Blogpostsorarticles 42.4% Enewslettersoronlinemagazines 37.8% Owncommunityorforum 25.6% Animatedexplainervideos 25.1% Brandedengagementandviralvideos 23.5% WhitepapersorEbooks 23.4% Infographics 21.5% Industryorconsumerresearchreports 20.1% Webinars 19.9% 19.8% 10.8% 15.3% 10.5% 7.1% 19.8% Mobilespecificappsorengagementtools Competitions Quizzes Games Calculatorsandinterativetools Responses that were N/A have been removed from this graph
  34. 34. ThePlanningof CONTENT MARKETING inEurope PART III
  35. 35. Europeanmarketersarestruggling tomeasuretheROIoftheir contentmarketing. THE PLANNING OF CONTENT MARKETING IN EUROPE 8
  36. 36. Whataresomeofthemajorchallengeswithcontentmarketing? Measurement-measuringROIandeffectiveness 15.5% Contentstrategy-choosingqualitycontenttoengage 15.5% Contentquality-Creatingsufficientqualitycontent 15.3% Contentfrequency-Developingsufficientcontent 15.3% Budgetandmakingthecase-insufficientbudgetorbuy-in 10.8% Outreach-formingandmanagingpartnershipstosharecontent 9.7% Integration-integratingcontentmarketingintootheractivities 8.9% Skills-lackofspecificcontentmarketingskills 8.3% Other 0.8%
  37. 37. Don’thaveanykindofdefinedstrategyinplaceyet. 56% THE PLANNING OF CONTENT MARKETING IN EUROPE
  38. 38. Doesyourorganisationhavea clearlydefinedcontent marketingstrategyorplan? 32.3% 11.7% 56% YES - IT’S INTEGRATED INTO OUR MARKETING COM- MUNICATIONS INBOUND MARKETING STRATEGY YES - IT’S DEFINED IN A SEPARATE DOCUMENT NO - WE ARE DOING CONTENT MARKETING, BUT NO DEFINED STRATEGY Responses that were N/A have been removed from this graph
  39. 39. HOWEVER...
  40. 40. Ratedstrategyasatoppriorityfor2014,followingcontent promotion. 58% THE PLANNING OF CONTENT MARKETING IN EUROPE
  41. 41. Howwillyourinvestmentinthesecontentmarketingactivitieschangein2014? ContentCreation(ExternalResource) 40.3% 36.5% 7.1% INCREASE STAY THE SAME DECREASE PaidAdWordsorAdvertising NetworkPromotion 37.7% 37.4% 11.1% Paid social distribution ( e.g. through social networks) 37.2% 41.2% 7.2% Contentpromotionthroughearned media(socialmediaandPR) 69.0% 24.3% 2.7% Contentcreation(internal-headcount) 55.1% 37.2% Strategyandeditorial 57.7% 33.7% 1.9% 2.5% Responses that were N/A have been removed from this graph
  42. 42. Planningcontentinadvanceisan areathatneedsimprovement. THE PLANNING OF CONTENT MARKETING IN EUROPE 9
  43. 43. Onlyplantheircontentonacampaignorquarterly basisatbest. 42% THE PLANNING OF CONTENT MARKETING IN EUROPE
  44. 44. THE PLANNING OF CONTENT MARKETING IN EUROPE Howfarintothefutureiscontentmarketingplanned? One year or more vision and strategic initiatives 9% Annual plans maximium 20% Campaign and quarterly plans maximum 42% Mainly day-to-day, week-to-week planning 29%
  45. 45. Downloadthefullreport andseehowyourstrategy stacksupagainstothers inyourindustry. Download Report

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