WMG-2021年内容营销报告（英文）-2021.5-10页_696kb

Summary of "WHAT'S NEXT FOR CONTENT-LED MARKETING?"

Introduction

The WHAT'S NEXT FOR CONTENT-LED MARKETING survey, conducted by the World Media Group in March 2021, explores the evolving strategies of international content-led marketing in response to the challenges and opportunities brought by the pandemic. The report highlights how brands are adapting their storytelling and investment approaches to maintain relevance and effectiveness in a transformed media landscape.

Core Content and Main Findings

Advertising Budget Trends

• Overall Budget Impact:

  • 54% of advertisers reported a decrease in 2020, while 29% remained the same and 15% increased.
  • In 2021, 40% of advertisers expect a decrease, 38% to stay the same, and 11% to increase.
  • Despite economic challenges, there is a cautious optimism about the proportion of budgets allocated to content-led communication.

• Content-Led Communication Allocation:

  • 43% of advertisers reported a decrease in content-led allocation in 2020, while 23% increased.
  • In 2021, 31% expect a decrease, 40% to stay the same, and 18% to increase.
  • More than half of respondents believe that the proportion of budget allocated to content-led communication will increase or remain stable in 2021.

Brand Safety Considerations

• The pandemic and the rise of fake news have increased the importance of brand safety.
• 50% of respondents are investing more in trusted media environments.
• 25% are reassessing keyword blocking to ensure investment in sensitive but trusted platforms.
• 54% of media owners, agencies, and consultants are investing more in keyword blocking technologies.
• Trusted media environments are seen as the most important factor in ensuring brand safety and effectiveness, especially for ESG-related storytelling.

Focus on Social Good and ESG

• 84% of respondents believe that aligning with social issues and messaging is more important and effective than before.
• 80% of advertisers are committed to working towards the UN Sustainable Development Goals or pursuing an ESG-focused strategy.
• 63% of media owners, agencies, and consultants report an increase in demand for creative solutions that communicate ESG goals.
• 71% of advertisers believe that credible and authentic storytelling on ESG issues provides a competitive advantage.
• Key factors for effective ESG storytelling include:
  • Using the voice of experts (67% of all respondents)
  • Positioning storytelling within an authoritative journalistic environment (66%)
  • Consistent communication across multiple channels (57%)
  • Developing local messaging (40%)
  • Creating open conversations with the audience (39%)

Exciting Trends in Content-Led Marketing

Respondents identified several exciting trends for the next two years:

• Podcasts and audio formats are expected to continue growing.
• Online communities such as Clubhouse are becoming new spaces for brand engagement.
• Humanizing marketing and making it more personal is a growing priority.
• AI-generated content and interactive content are being explored for scalability and customer engagement.
• Long-form brand content, such as documentaries and virtual events, will be significant.
• Creator-led campaigns and native content that align with the look and feel of websites are gaining traction.
• E-commerce within social platforms and live video and seminars are emerging opportunities.
• Subscriptions for content are becoming more desirable among consumers.
• Brands are expected to embrace podcast solutions and return to more trusted media, reducing reliance on social media alone.

Methodology and Respondent Profile

• The survey was distributed between 11 January and 19 February 2021 to advertisers, media owners, agencies, and consultants.
• 325 responses were received, with 80% of respondents working on international campaigns.
• Respondents represent a wide range of business sectors and are involved in cross-platform, cross-border content marketing.

Conclusion

The 2021 survey underscores a shift in focus towards trusted media environments, authentic storytelling, and ESG alignment. Despite the economic impact of the pandemic, brands are showing cautious optimism about the future of content-led marketing, with a growing emphasis on social responsibility, personalization, and technological innovation. The increased demand for credible and impactful content suggests that content-led marketing is not only surviving but also evolving to meet the expectations of a more informed and socially conscious global audience.