Click Fraud Protection

Connecting...

Content marketing 'proving increasingly popular'

News | Content marketing | New research | Business

W1siziisijiwmtcvmduvmdmvmtivndkvmzuvodeyl2nvbnrlbnqtbwfya2v0aw5nlxbyb3zpbmctaw5jcmvhc2luz2x5lxbvchvsyxiuanbnil0swyjwiiwidgh1bwiilcixmdawedqwmcmixv0

The use of content marketing in business is getting increasingly popular.

New research by the Content Marketing Association revealed those using the communication method spent the majority of their advertising budget on it. Some 19 per cent of funds was invested in the strategy, compared to 15 per cent for events and 14 per cent for TV.

The study also found this trend was likely to continue, as over half of those surveyed (51 per cent) planned on increasing their expenditure on the initiative over the coming year. This is whether their overall marketing budgets increased or not. In addition, 97 per cent of firms which already spend £350,000 on this way of working indicated they would raise this further.

Out of those businesses which do not use the communication method, 25 per cent engaged in direct marketing, while a further 18 per cent carried out TV and print campaigns. Knowledge of content marketing proved to be increasing as well, as 85 per cent of those questioned were aware of the channel. 

Businesses questioned by the study stated they believed an effective content marketing strategy would help them engage with their clients more efficiently on a more long-term basis, while allowing them to build knowledge of their brand. However, they were still left undecided on just how effective it was in terms of customer acquisition. 

According to those questioned, securing enough budget to carry out the initiative was among the top three challenges facing companies wanting to use content marketing. Other potential constraints were proving its effectiveness to other members of the firm and creating quality material.

Sharon Flaherty, head of content and PR at confused.com, stated: "The current risk is that marketing departments do not have the right skills to practice content marketing properly. Those with backgrounds in journalism are a must-have asset for brands engaging in content."

The survey covered the opinions of 130 marketing professionals over a wide range of sectors, including the retail and financial industries. It was conducted during the final quarter of last year.


Posted by Jon Aspinell on 16th April 2014

SHARE

LATEST JOBS
W1siziisijiwmtcvmdcvmtavmtavntavmdavnde5l1cxc2laaulzswpjd01uy3znrff2twprdk1urxznemd2tkrzdk1qttjmmjfoy21zeuxtlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Office Assistant - 1 year FTC

Central London

£25,000

This fun, vibrant sports media office is looking for an Office Assistant to cover a year long maternity leave for the...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndkvmduvmta4l1cxc2laaulzswpjd01uy3znrfv2twpzdk1urxznakl2turndk9euxpmmezqwxkxdgfxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Client Accountant (Fund Accountant)

City of London, London

£45000 - £50000 per annum + benefits inc. bonus

A market leading private equity and real estate fund accounting firm is seeking a qualified accountant (ACA/ACCA) wit...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndkvmduvmta4l1cxc2laaulzswpjd01uy3znrfv2twpzdk1urxznakl2turndk9euxpmmezqwxkxdgfxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Assistant Accountant

City of London, London

£25000 - £36000 per annum + benefits inc. bonus

**To be suitable for this role you MUST be working in a client facing role within a Accountancy Practice or within fi...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmjavmjcvmtyvahixlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Part Time In-house Recruiter

London, England

£35,000 pro rata

The Ashdown Group have been engaged by an extremely successful organisation to bring in-house a talented and driven r...

READ MORE
W1siziisijiwmtcvmdcvmtavmtavndkvmduvmta4l1cxc2laaulzswpjd01uy3znrfv2twpzdk1urxznakl2turndk9euxpmmezqwxkxdgfxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Manager - Fund Accounting (Client Ser...

London, England

Up to £75000 per annum + excellent bens inc. bonus

A market leading financial services company based in central London is seeking a Client Service Manager to join its g...

READ MORE
W1siziisijiwmtcvmdqvmjqvmtevmzmvndavnty5l21hcmsxlmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mfx1mdazyyjdxq
VACANCY

Marketing Manager -

Berkshire, England

Up to £48000 per annum

A Marketing Manager is required by a very successful Wokingham (Berkshire) based enterprise that has been established...

READ MORE
W1siziisijiwmtgvmdqvmtgvmtmvmjmvnduvnza0l1jlbw90zs1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

How can you ensure cohesive communication with a team of remote workers?

Remote working is becoming increasingly adopted by organisations across the globe - whether that takes the form of an...

READ STORY

W1siziisijiwmtgvmdevmjqvmdgvntkvmtavndyyl2ltywdlmtqtbwlulmpwzyjdlfsiccisinrodw1iiiwimzm1ede3mcnuzsjdxq
Insight

Can HR tech ease workplace conflict?

Workplace conflict is mostly unavoidable - particularly when businesses hire strong-minded talent with big ideas. Ego...

READ STORY

W1siziisijiwmtgvmdevmtyvmdgvntcvmzcvmtk5l1dlbgwxyi1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Insight

What to prioritise in your employee experience

The candidate experience has long been valued by employers looking to attract fresh talent. Now, however, companies a...

READ STORY

W1siziisijiwmtgvmdevmtavmtyvmdavntmvmtyzl0ltywdlntatbwluicgxks5wbmcixsxbinailcj0ahvtyiisijmznxgxnzajbmuixv0
Insight

What can HR expect in 2018?

HR departments are set to face many new challenges in 2018, from the technological to the traditional. Among the most...

READ STORY

W1siziisijiwmtcvmtevmjgvmtcvmdevndqvnzivaw1hz2uyni1taw4ucg5nil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
Advice

From communication to drive: The importance of soft skills

Soft skills are often difficult to quantify, yet they can become an absolute necessity for your business to reach its...

READ STORY

W1siziisijiwmtcvmtevmdgvmtavntqvmzivotuvaw1hz2uxns1taw4uanbnil0swyjwiiwidgh1bwiilcizmzv4mtcwi25lil1d
News

Only one in three workers say their employers offer training

Just one-third of workers report that their employer offers regular training opportunities, a new poll by the Trades ...

READ STORY