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Content Marketing Report Summary (2016 Edition)

Core Content Overview

This report by HubSpot and Smart Insights provides an in-depth analysis of the state of content marketing in Europe in 2016. It is based on survey responses from over 700 marketers and aims to help businesses benchmark their content marketing efforts, identify challenges, and optimize their strategies.

Main Findings

• Content marketing remains highly effective: It is still considered the most impactful digital marketing technique for generating leads and sales, with 21% of marketers rating it as such.
• Content Shock is a growing concern: As more content is produced, the challenge of standing out and maintaining perceived value increases. This trend suggests that quantity alone is not enough.
• Marketers are increasing content production: Over two-thirds (67%) of businesses plan to create more content in 2016 than in 2015, indicating a continued belief in content marketing's value.
• Resourcing is on the rise: Marketers are allocating more resources to content marketing, with 33% increasing hiring and 29% boosting agency resources.
• A lack of strategy is a major issue: 46% of businesses use content marketing without a defined strategy, and only 51% have a planned approach, with 40% integrating it into broader marketing strategies.
• Budget allocation is shifting: Marketers are increasing investment in content strategy and editorial quality, as well as content promotion, to avoid Content Shock.
• Content formats vary in effectiveness: Blog posts (75%), e-newsletters (66%), infographics (60%), and long-form content (50%) are the most effective, while video and interactive tools are less widely used.
• Promotion is critical: Organic methods like Google SEO (51%) and Facebook (48%) are still the most popular for content distribution, while paid methods include Facebook (35%) and Google Remarketing (32%).
• Measuring ROI is a challenge: 43% of marketers believe in content marketing but struggle to measure ROI effectively. Only 39% of basic or limited capability companies have a strategy, while 75% of advanced companies do.
• Metrics used: Website traffic (76%), social sharing (66%), leads (62%), SEO traffic (54%), and sales (50%) are the most commonly measured metrics. However, only 50% measure bottom-of-the-funnel metrics like sales.

Key Recommendations

• Focus on quality over quantity: To avoid Content Shock, prioritize creating high-quality, relevant content rather than increasing volume.
• Develop a content marketing strategy: A strategic approach is essential for success. 60% of marketers identify content strategy as their biggest challenge.
• Invest in planning and promotion: Use buyer personas, journey mapping, and editorial calendars to refine your content approach. Promote content effectively through both organic and paid channels.
• Measure the right metrics: Track both top and bottom-of-the-funnel metrics to fully understand the value of your content marketing efforts.
• Utilize resources wisely: Consider a mix of in-house and outsourced strategies, particularly for promotion and distribution.

Challenges and Opportunities

• Content strategy is a top challenge: 60% of marketers find it difficult to create and maintain a content strategy.
• Content frequency is also a challenge: 57% of marketers struggle with maintaining consistent content output.
• Measurement complexity: 55% of marketers find measuring content marketing difficult, often due to a lack of strategy or fragmented tools.

Conclusion

The report highlights that while content marketing is widely used and effective, there is a need for more strategic planning, quality focus, and better measurement practices. Marketers who can optimize their approach and invest in the right techniques and tools are likely to see greater success in 2016 and beyond.

About the Report Authors

• Smart Insights: Offers actionable marketing resources and planning tools to help businesses succeed in digital marketing.
• HubSpot: Provides an integrated inbound marketing platform that includes SEO, social media, email marketing, and analytics tools.

Resources

• Content Planning Template: Available for those looking to plan content across the marketing funnel.
• Smart Insights Library: Contains planning templates and digital marketing essentials to support marketers in their content strategies.
• HubSpot Platform: Offers a comprehensive solution for inbound marketing and sales, including social media publishing, SEO, and analytics.