Content Marketing and Content Distribution: Downloaded ... · ICMF | Scion (2018) | countries in...
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Content Marketing and Content Distribution: Current State and New Perspectives Pan-European ICMF Barometer 2019
Transcript of Content Marketing and Content Distribution: Downloaded ... · ICMF | Scion (2018) | countries in...
Downloaded from MediaSpecsContent Marketing and Content Distribution: Current State and New PerspectivesPan-European ICMF Barometer 2019
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The ICMF Barometer surveyed nearly 500 communication executives (n = 487) in eight countries to explore the state of content marketing and its future at international level.
Method
ICMF | Scion (2018) | ISO 3166 country codes, countries in alphabetical order
n = 487
DKBE
CH NO
DEAT
CZ SI
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The study is based on a common definition of content marketing.
Content marketing is defined as a marketing approach that is focused on creating and distributing valuable and relevant editorial content to drive strategic business objectives.
Content Marketing …
| includes corporate, brand, product and employee communications
| strives for significant measurable impact
| includes continuous and temporary communications initiatives.
3Our definition of content marketing
ICMF | Scion (2018)
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marketing investments
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In the countries investigated in this study, companies invest EUR 9.4 billion per annum in content marketing.
Total content marketing investments (EUR million)
9400ICMF | Scion (2018)
5
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With regard to total content marketing investments, Germany, Switzerland and Austria are the largest markets.
Total content marketing investments (EUR million)
ICMF | Scion (2018) | areas of the treemap rectangles are proportional to the countries’ content marketing investments
BE
335DK 390NO
430 CZ 200DE 6740
AT 500CH 780
SI
30
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In terms of content marketing intensity, Germany, Switzerland and the Scandinavian countries lead the pack.
CM intensity: content marketing investments as % of GDP
ICMF | Scion (2018) | gross domestic product (GDP) data: OECD (2018) | countries in alphabetical order
0.11
0.06
0.15
0.05
0.17
0.14
0.14
0.04
0.00 0.02 0.04 0.06 0.08 0.10 0.12 0.14 0.16 0.18
AT
BE
CH
CZ
DE
DK
NO
SI
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AT520 000
BE
390 000
CH
645 000CZ
235 000
DE550 000
DK390 000
NO520 000
SI175 000
The mean annual content marketing budgets are highest in the German-speaking area and Norway, followed by Belgium and Denmark.
Average content marketing budgets (EUR)
ICMF | Scion (2018) | countries in alphabetical order
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9Content marketing investments: activities in the content marketing cycle
On a Pan-European level, on average slightly more than half of the investments are
accounted for by strategy development, content planning and content production.
ICMF | Scion (2018) | total may differ from 100% due to rounding | * incl. investments in paid media
Strategy development & content planning
16%
Content production
36%
measurement & analytics
9%
Content distribution
19%
Content promotion*
21%
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Strategizing and planning is most pronounced in DE, content production accounts for large budget shares in BE, CZ and DK. Promotion attains large proportions in NO and CH.
Content marketing investments: activities in the content marketing cycle
19
9
20
15
25
12
13
14
AT
BE
CH
CZ
DE
DK
NO
SI
41
21
43
26
43
30
37
AT
BE
CH
CZ
DE
DK
NO
SI
20
15
21
15
19
18
19
21
AT
BE
CH
CZ
DE
DK
NO
SI
12
24
28
21
16
16
30
22
AT
BE
CH
CZ
DE
DK
NO
SI
8
6
11
7
14
11
8
6
AT
BE
CH
CZ
DE
DK
NO
SI
Strategy development and content planning Content production Content distribution
Content promotion (incl. paid media)
Measurement and analytics
46
ICMF | Scion (2018) | % of total budgets by activity | totals may differ from 100% due to rounding | countries in alphabetical order
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11Future importance of content marketing
Content marketing is well-established in the communications mix and there is widespread unanimity among executives that it will continue to gain in importance.
In the future, content marketing will become a more important element in our communications mix.
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
87
71
8675
84 90 8495
AT* BE CH* CZ DE DK NO SI
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Content marketing organization
Future success factors in the content marketing cycle
At international level, the entire CM cycle and CM organization are seen as relevant – there is no easy way to be sustainably successful at CM. Particularly critical: “strategizing” and “distribution”.
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: decisive, very important
CM strategy Content production
Content distributionContent promotionMeasurement & analytics
79 73
65 7964
60
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Although there are differences between the countries, it is widely acknowledged that the entire CM cycle and organization are relevant.
Future success factors in the content marketing cycle
Content marketing strategy Content production Content distribution Content promotion
Measurement and analytics
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: decisive, very important | countries in alphabetical order
66
84
67
88
78
96
67
86
76
79
39
77
69
92
67
86
62
84
90
86
65
95
67
86
44
76
54
70
71
76
48
76
42
58
54
74
65
85
67
72
61
50
66
65
68
64
45
59
AT
BE
CH
CZ
DE
DK
NO
SI
Content marketing organization
Æ 79 Æ 73 Æ 79 Æ 64 Æ 65 Æ 60
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marketing strategy
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15Defined content marketing strategy
The degree of strategic maturity varies considerably: Depending on the country, 35-76 percent of the companies have a clearly defined content marketing strategy.
Our company has a clearly defined content marketing strategy.
45 43 49 70
71 62 76 35
AT BE CH CZ
DE DK NO SI
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | countries in alphabetical order
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distribution and promotion
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17Importance of content excellence and distribution skills
It is widely acknowledged that “one-winged birds can't fly”: Successful content marketing requires content excellence as well as profound distribution skills.
Content excellence is key Distribution skills are keyBoth are equally important
ICMF | Scion (2018) | figures in % of respondents | totals may differ from 100% due to rounding | countries in alphabetical order
25
25
16
30
8
26
23
15
53
60
68
63
70
58
62
67
22
14
16
7
22
16
15
18
AT
BE
CH
CZ
DE
DK
NO
SI
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AT
2.6
BE
4.1
CH
1.9
CZ
3.9
DE
2.9
DK
3.6
NO
3.6
SI
3.1
Content distribution: social media platforms used for content marketing purposes (Æ number of platforms)
BE, CZ and the Scandinavian countries are leading the field in using social media platforms for content marketing.
ICMF | Scion (2018) | countries in alphabetical order
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19Content distribution: social media platforms used for content marketing purposes (top 5 platforms)
Facebook is used most frequently in six of the eight countries. Together with YouTube, it is always among the top three. Instagram and LinkedIn also rank repeatedly among the top of the list.
ICMF | Scion (2018) | countries in alphabetical order
AT BE CH CZ DE DK NO SI
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20Content distribution: social media platforms used for content marketing purposes (percent of companies)
A closer look at the figures reveals considerable differences in the usage ratios at international level.
ICMF | Scion (2018) | countries in alphabetical order
Youtube
Facebook Messenger
Snapchat
Slack
Slideshare
AT BE CH CZ DE DK NO SI
36
50
49
13
15
22
8
3
5
18
18
2.6
87
80
72
47
49
6
9
2
5
6
10
4.1
39
29
22
21
17
7
23
4
10
4
0
1.9
95
67
47
58
37
23
9
18
0
7
0
3.9
51
38
23
28
34
29
29
13
7
2
4
2.9
80
70
85
38
18
6
2
10
6
4
2
3.6
82
65
36
67
20
23
0
7
31
7
4
3.6
61
57
44
55
35
7
9
8
0
0
4
3.1Æ platforms
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21Contextual content
At international level, executives have different views on the opportunities offered by contextual content. CH, DE, NO and BE are most optimistic.
New technologies like smart speakers (e.g. Amazon Echo, Google Home) are making content an even
greater part of our daily lives. This is creating new content interaction opportunities.
24 65 85 60
76 41 66 44
AT BE CH* CZ
DE DK NO SI
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
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22Data-driven content marketing
Considerable optimism regarding smart data and AI: the (clear) majority of content marketers are anticipating even more individualized content distribution, powerful chatbots, and more.
Smart data and artificial intelligence will take content marketing to a new level (e.g. content distribution based on predictive analytics, interactions via chatbots).
63 53 100 72
75 83 73 74AT* BE CH* CZ
DE DK NO SI
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
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23New distribution channels
Interest in new channels is rather high in most countries. In particular, decision-makers in NO, BE, DE and DK are convinced that companies will try out new channels.
Companies will increasingly experiment with new, alternative content channels (e.g. smart speakers, VR, bots).
37 74 64 60
72 70 84 66AT BE CH* CZ
DE DK NO SI
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
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24Content promotion
At international level, executives are convinced that content promotion is an absolute must.
Content promotion is key to successful content marketing.
89 85 79 84
89 82 92 86AT BE CH* CZ
DE DK NO SI
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
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25Paid promotion
The importance of paid reach causes polarization at international level. In particular, executives in BE and the Scandinavian countries regard it as essential.
The organic reach of content is usually not sufficient – content marketing does not work without paid reach.
51 78 59 65
55 73 69 50BE CZ
DE DK NO SI
AT* CH*
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
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26Importance of influencers
The future importance of influencers as a solution for distributing and amplifying content is assessed differently from country to country.
Influencers are not a temporary trend – in future they will play a key role in content marketing.
56 78 41 67
66 67 49 69BE CZ
DE DK NO SI
AT* CH*
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
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27Importance of influencers
The choice between micro- and mega-influencers causes polarization between and within countries. This shows that decisions must be made context-specifically (e.g. niche products vs. mass markets).
Companies are better off investing their budgets with "micro-influencer" than "mega-influencers": although the former have fewer followers, these are more engaged.
20 54 100 51
55 36 53 50BE CZ
DE DK NO SI
AT* CH*
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | * note: small sample | countries in alphabetical order
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AT
3.1
BE
4.9
CH
3.2
CZ
4.8
DE
3.2
DK
3.7
NO
5.5
SI
4.2
By international standards, content marketers in NO are leading the pack in using various
content promotion methods, followed by BE and CZ.
ICMF | Scion (2018) | countries in alphabetical order
Content promotion methods (Æ number of methods used)
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SMA, PR and SEA are the most widely used content promotion methods.
ICMF | Scion (2018) | countries in alphabetical order
AT BE CH CZ DE DK NO SI
Social media advertising
PR / media relations
SEA
Sponsored SM posts
Classic online advertising
Advertorials
Influencer marketing
Content ads
Content syndication
Others
None / only own media
49
57
66
14
57
34
13
13
7
1
4
3.1
79
75
46
56
47
52
38
48
29
23
7
4.9
74
38
39
19
44
19
26
31
14
13
15
3.2
77
67
53
56
54
37
63
25
19
28
0
4.8
Content promotion methods (percent)
50
43
45
30
39
27
32
26
22
4
6
3.2
73
64
75
47
22
31
21
21
7
9
5
3.7
92
71
83
83
50
68
50
29
12
11
0
5.5
56
71
58
57
45
40
51
18
8
18
2
4.2Æmethods
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31Concept for impact measurement
At international level, impact measurement is not yet universally recognised as a must-have.
We have a system to measure the impact of our content marketing activities (e.g. clearly defined communications objectives, responsibilities, budgets).
ICMF | Scion (2018) | figures in % of respondents; top 2 boxes: applies (completely) | countries in alphabetical order
25 23
6173
54 52 47
AT BE CH CZ DE DK NO SI
58
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Content marketing
development index
(CMDI)
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33Content marketing development index
The overall level of content marketing development can be assessed using the CMDI.
ICMF | Scion (2018) | 1 budgets adjusted at purchasing power parity, PPP data from Eurostat (2018) | 2 percent of maximum possible score according to Cohen et al. (1999)
Average content marketing budgets (EUR, at PPP1)
Clearly defined CM strategy (top 2 boxes, %)
Balanced content production & distribution (mid box, %)
Content promotion methods (number used)
Content marketing development index (CMDI) 0-100
50.0%
System to measure CM impact (top 2 boxes, %)
CM budget
CM strategy
Content production
Content promotion
Impact measurement
Content distribution
Index dimension Operationalization
PMP-Scores2
PMP-Scores2
PMP-Scores2
PMP-Scores2
PMP-Scores2
12.5%
12.5%
12.5%
12.5%
Weight
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34Content marketing development index (0-100)
DE has currently the highest CMDI, followed by CH and NO.
ICMF | Scion (2018) | countries in alphabetical order
AT
65
BE
59
CH
72
CZ
60
DE
81
DK
61
NO
69
SI
47
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Scion
Research Labs
Widenmayerstraße 31
D-80802 Munich
Contact:
Prof. Dr. Clemens Koob
+49 (0)179 100 69 60
Realization
International Content Marketing Forum
coordinated by
Content Marketing Forum e.V.
Dachauer Str. 21a
D-80335 Munich
+49 (0)89 34 07 79 77
www.content-marketing-forum.com
Contact:
Michael Hoeflich
Editor of the study
