The Content Marketing Revolution
  • Julia Hutchison, Patrick Fuller
  • October 2012

Slide contents

  • The Content Marketing Revolution
  • Content Revolution
  • CMA Objectives
  • Content Marketing – key trends
  • The Market Place
  • Marketing Overview – quality free content
  • The agency view
  • Key findings in the report
  • Today revenues are rebounding from a 2009 low
  • In an advertising context, the sector is outperforming
  • Digital reach: websites are updated frequently showing commitment to fresh content
  • Content is being delivered in a more integrated way than ever before
  • Print titles are dominated by retail/ distribution
  • Where does this leave print? – a selection of verbatim
  • Digital future – a selection of verbatim
  • Brands
  • The Approach
  • Content Marketing is multiplatform
  • Content Marketing works for brands
  • Budget split devoted to content marketing
  • Content Marketing revenues grow in next 12 months
  • Digital growing, but magazines still holding firm
  • Key conclusions
  • Content Marketing helps the client
  • Consumers
  • The Approach
  • Content marketing helps the consumer
  • Four key areas to cover
  • Content marketing felt to be logical approach for brands to take
  • And is felt to be a great way to showcase what a brand has to offer
  • A wide range of ways to communicate with consumers
  • Above all, relevance is vital to enhance relationships
  • Over 2 in 3 UK adults consume content marketing every month
  • Consumed across a range of different platforms
  • The nature of the content predisposes consumers into a consideration mindset
  • And are more likely to recommend to others
  • ...and has a major role influencing purchase decision making
  • Consumers – printed content
  • Strong showing for share of media time
  • Which ultimately delivers more than conventional advertising
  • Consumers – digital content
  • Quality digital content
  • Which ultimately delivers more than conventional advertising
  • Consumers – mobile content
  • Research approach
  • Users are committed to their iPad
  • Once you’re hooked
  • Strong showing digitally
  • Apps: Play, Inform, Communicate
  • Opportunity – The branded content ‘gap’
  • Where should brands get involved?
  • Content Marketing...
  • Tablet summary
  • Content Marketing...
  • Content Marketing...
  • The Content Marketing Association