November 2016

ICMF Barometer: The state of content marketing internationally

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

Method

The ICMF Barometer surveyed nearly 600 communication executives (n = 592) in nine countries to explore the state of content marketing and its future at international level.

2

Barometer Coverage of different regions: §  Central Europe §  Eastern Europe §  Scandinavia §  USA

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

3

Our definition of content marketing

Content marketing covers the whole spectrum of content-driven communication, including custom media (sometimes called corporate publishing).

Content marketing

•  is a form of corporate, brand, product or staff communication driven by relevant editorial content

•  harnesses all the available media channels, including print, video, mobile and online, individually and on a cross-media basis

•  includes communication with different audiences, in particular with consumers, business customers, employees and investors

•  can be used to pursue various goals along the customer journey, from boosting brand awareness, brand image and customer retention to acquiring new customers and triggering purchase decisions

•  includes both continuous communication projects and time-limited communication campaigns

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

SVN

NOR

POL

USA

CHE

AUT

DEU

DNK

HRV

26

21

20

22

20

20

22

26

28

20 28

Content Marketing: Share of Budget

4

Q: Around what percentage of your overall communications budget does content marketing account for? Countries in alphabetical order; averages, adjusted for extreme values

At international level, organizations allocate between 20 and 28 percent of their overall communications budget to content marketing.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

SVN

NOR

POL

USA

CHE

AUT

DEU

DNK

HRV

54

66

87

98

96

85

82

73

88

54 98

Share of Companies Expecting Increasing Content Marketing Budgets

5

Q: How do you think your organization's content marketing budget will develop by 2020? Countries in alphabetical order

Depending on the country, 54-98 percent of the executives indicated that their CM budgets will increase over the next 3-4 years. Poland and Croatia lead the pack.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

SVN NOR POL USA CHE AUT DEU DNK HRV

22 24

37

66 69

33 32

26

14 14

69

Anticipated Change in Content Marketing Budget by 2020

6

Q: How do you think your organization's content marketing budget will develop by 2020? Countries in alphabetical order

At international level, organizations expect their CM budgets to increase by 14-69 percent by 2020. Growth expectations are highest in Croatia and Poland.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

28 29 30 25 24 27 26

50

40

70

60

10

0

30

20

23 22 20 21 0 CM share of budget (%)

expected budget change by 2020 (%)

CHE DEU AUT

DNK NOR

USA

SVN

HRV POL

CM Share of Budget and Anticipated Change in Budget by 2020

7

Q: Around what percentage of your overall communications budget does content marketing account for? / How do you think your organization's content marketing budget will develop by 2020?

In more mature markets, growth expectations tend to be lower.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

CM Budget: Share of Print Media and Digital Media

In the German-speaking countries, print media account for a rather big share of content marketing budgets.

8

SVN DNK HRV POL NOR AUT CHE DEU USA

46 29

44 44 37 30 27 9

17

73 56 54 56

71 83

70 63

91

Q: Please specify what percentage of the overall content market budget falls to print and what percentage to digital media. Countries in alphabetical order

digital media

print media

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

SVN

NOR

POL

USA

CHE

AUT

DEU

DNK

HRV

73

71

82

82

96

81

89

63

100

63 100

Content Promotion as a Success Factor

9

Statement: “Content promotion – systematically raising awareness for content – is key to successful content marketing.” / top 2 boxes: (completely) agree; countries in alphabetical order

It is widely acknowledged that content promotion is a key to successful content marketing.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

Content Promotion: Share of CM Budget (Current Status)

10

Q: What proportion of your overall content marketing budget goes to content promotion? Countries in alphabetical order; averages, adjusted for extreme values

At international level, organizations allocate between 18 and 28 percent of their CM budget to content promotion.

SVN

NOR

POL

USA

CHE

AUT

DEU

DNK

HRV

18

20

21

22

28

21

25

19

26

18 28

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

Content Promotion: Measures

SMA, PR and SEA are the most widely used content promotion measures. By international standards, content marketers in the US are leading the pack in using the various measures.

11

Search engine advertising

PR/media relations

Sponsored social media posts

Classic online advertising

Content ads

Other measures

None/only own media

Sponsored articles on websites

Influencer marketing

Content syndication

Social media advertising

AUT

6

13

25

5

34

48

49

65

20

40

40

HRV

0

38

21

13

21

46

50

54

46

58

88

NOR

13

15

31

4

50

58

81

58

33

27

44

POL

0

47

18

35

6

41

71

71

47

71

53

SVN

20

6

31

3

40

51

71

69

43

54

57

USA

0

53

29

41

41

59

65

76

53

82

88

DEU

8

19

16

17

21

42

44

39

21

21

33

DNK

16

9

30

5

47

50

78

54

30

26

40

CHE

21

9

23

7

21

28

42

51

6

14

47

Q: Which of the following measures do you use to raise awareness for your own content? Please mark all applicable items. Countries in alphabetical order

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

94 69 71

74 83

59 91

48

Content Promotion as a Success Factor

At international level, executives generally share the view that higher investments in content promotion could boost content marketing’s impact.

12

We could clearly increase the impact of our content marketing by investing more in media or content promotion.

82

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

SVN

NOR

POL

USA

CHE

AUT

DEU

DNK

HRV

30

27

36

33

42

29

34

24

39

24 42

Content Promotion: Share of CM Budget (Ideal Situation)

13

Q: What percentage of the content marketing budget should ideally be allocated to content promotion? Countries in alphabetical order; averages, adjusted for extreme values

Executives are convinced that ideally 24-42 percent of the content marketing budget should be allocated to content promotion.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

SVN

NOR

POL

USA

CHE

AUT

DEU

DNK

HRV

30

27

36

33

42

29

34

24

39

Content Promotion: Share of CM Budget (Actual/Ideal Comparison)

14

Q: What proportion of your overall content marketing budget goes to content promotion? / What percentage of the content marketing budget should ideally be allocated to content promotion? Countries in alphabetical order; averages, adjusted for extreme values

At international level, executives are convinced that organizations are currently underinvesting in content promotion.

POL

HRV

NOR

SVN

CHE

DEU

AUT

USA

DNK

20

19

18

21

21

28

22

26

25

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

65 75 88

71 88

73 74

84

Relevance of Content Marketing

There is broad international consensus among executives that content marketing is highly relevant for marketing and communications.

15

Content marketing is just as relevant as classic advertising or PR.

94

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

99 88 95

94 96

65 61

76

Relevance of Content Marketing

There is widespread unanimity among executives that content marketing will continue to grow in importance.

16

Content marketing will become more important in our communications mix in the future.

99

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

82 75 85

77 75

68 73

63

Relevance of Content Marketing

Content marketing is becoming an executive level issue – this is a basic belief of the large majority of study participants.

17

Content marketing is moving higher up the corporate agenda and is becoming an executive level issue.

94

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

82 85 91

91 96

78 83

90

Content Marketing and Classic Advertising

There is broad international consensus among executives that content marketing and classic advertising will be the “power couple” of marketing communications.

18

In the future, content marketing and classic advertising will be more closely coordinated and integrated.

94

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

12 8 40

43 42

56 52

74

Relevance of Print Media

At international level, executives have very different views on the future role of print media in content marketing.

19

Print media will continue to play a significant role in content marketing in the future.

35

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

25

80

30 20

40

30

20

70

60

50

45 40 35

10

0 50 5 0 15 10

significant role of print in future, top 2 (%)

print media share of budget (%)

POL

DNK HRV

NOR

AUT

CHE DEU

SVN

USA

Relevance of Print Media

20

Q: Please specify what percentage of the overall content market budget falls to print (…) media. / Agreement: “Print media will continue to play a significant role in content marketing in the future.”

The future relevance attributed to print media is highly dependent on today’s role of print media.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

71 75 83

69 75

58 73

62

Triggering Purchase Decisions

Content marketing is becoming even more important at the purchase stage of the marketing funnel.

21

We increasingly use content marketing to stimulate purchases and support sales.

82

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

94 65 72

66 83

36 55

49

Content Marketing Campaigns

The future importance of time-limited content marketing campaigns is assessed differently from country to country.

22

In the future, we will be making growing use of time-limited communications projects (content marketing campaigns).

82

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

77 88 81

83 88

65 82

87

Quality as a Success Factor

The guiding principle of the future: quality over quantity.

23

In the future, the smartest organizations will create less but better content.

82

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

82 88 93

83 79

83 99

86

Quality as a Success Factor

There is international consensus among executives that editorial quality is a critical success factor for content marketing.

24

We believe editorial quality is a key to successful content marketing.

99

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

65 56 63

80 75

57 73

90

Content Marketing Organization

The majority of the executives is convinced that we will see more centralization of content marketing activities.

25

Organizations will increasingly centralize their content marketing (e.g. central content studios, brand newsrooms and content centers).

82

top 2 boxes: (completely) agree

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136 POL

HRV

NOR

SVN

CHE

DEU

AUT

USA

DNK

40

45

45

46

43

38

41

59

43

Strategy Gap

26

Statement: “Our organization has a defined content marketing strategy.” / top 2 boxes: (completely) agree; countries in alphabetical order

Less than half of the companies have a defined content marketing strategy. The exception is the USA, where approximately six out of ten organizations have one.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136 POL

HRV

NOR

SVN

CHE

DEU

AUT

USA

DNK

62

63

60

81

58

53

67

69

68

Strategy Implementation Gap

27

Statement: “Our organization’s content marketing activities are closely aligned with our content marketing strategy.” / top 2 boxes: (completely) agree; countries in alphabetical order

There is also a strategy implementation gap: at many companies with a content marketing strategy, the strategy is disconnected from execution.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136 POL

HRV

NOR

SVN

CHE

DEU

AUT

USA

DNK

41

46

27

40

31

46

59

65

31

Performance Measurement

28

Statement: “We have a concept for measuring the success of our content marketing activities.” / top 2 boxes: (completely) agree; countries in alphabetical order

What is measured gets managed. However, at international level we still find a significant measurement gap regarding content marketing activities.

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

65 73 65

60 79

94 97

90

Content Marketing Effectiveness

The clear majority of executives rate their firm’s content marketing effectiveness as at least “good”.

29

How would you rate the effectiveness of your content marketing overall?

88

Top 3 boxes: excellent / (very) good

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

0 0 3

3 4

9 7

9

Content Marketing Effectiveness

By now, only few executives are thoroughly convinced of the effectiveness of their firm’s content marketing. There is still considerable room for improvement.

30

How would you rate the effectiveness of your content marketing overall?

12

top box: excellent

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

31

Appendix

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

Sample: Split by Country

32

countries / all respondents

BEL DNK GBR HRV NOR POL RUS SVN SWE USA DEU AUT CHE total

9 129 3 24 48 17 1 35 12 17 236 55 31 617

countries / analyzed sample

BEL DNK GBR HRV NOR POL RUS SVN SWE USA DEU AUT CHE total

129 24 48 17 35 17 236 55 31 592

robust results

indicative results

insufficient sample

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

Explorative Results for Belgium

33

•  Content marketing share of budget: 16% •  Share of companies expecting increasing content marketing budgets: 100%

•  Anticipated change in content marketing budget by 2020: 29%

•  CM budget / share of print media and digital media: 36% / 64%

•  Content promotion / share of CM budget (current status): 21%

•  Content promotion / share of CM budget (ideal situation): 32%

•  Content marketing is just as relevant as classic advertising or PR / top 2: 56%

•  Content marketing will become more important in our communications mix in the future / top 2: 89%

•  Our organization has a defined content marketing strategy / top 2: 67%

•  We have a concept for measuring the success of our content marketing activities / top 2: 0%

•  How would you rate the effectiveness of your content marketing overall? / top 3: 56%

•  How would you rate the effectiveness of your content marketing overall? / top 1: 0%

Farbpalette

65, 65, 65

141, 180, 30

90, 115, 0

145, 145, 145

70, 0, 130

134, 96, 211

255, 133, 0

172, 155, 228

174, 222, 60

255, 184, 61

179, 179, 179

180, 44, 30

97, 80, 64

158, 145, 136

Explorative Results for Sweden

34

•  Content marketing share of budget: 29% •  Share of companies expecting increasing content marketing budgets: 91%

•  Anticipated change in content marketing budget by 2020: 31%

•  CM budget / share of print media and digital media: 48% / 52%

•  Content promotion / share of CM budget (current status): 17%

•  Content promotion / share of CM budget (ideal situation): 26%

•  Content marketing is just as relevant as classic advertising or PR / top 2: 67%

•  Content marketing will become more important in our communications mix in the future / top 2: 100%

•  Our organization has a defined content marketing strategy / top 2: 50%

•  We have a concept for measuring the success of our content marketing activities / top 2: 42%

•  How would you rate the effectiveness of your content marketing overall? / top 3: 83%

•  How would you rate the effectiveness of your content marketing overall? / top 1: 0%