WMG-了解全球内容营销的未来（英文）12页_391kb

2019 Future of Content-Led Marketing Around the World Summary

Core Content and Objectives

The 2019 Future of Content-Led Marketing Around the World survey, conducted by The World Media Group, highlights the growing importance of content-led marketing in the global advertising landscape. The survey received 269 responses from advertisers, media agencies, and media owners across various regions, offering insights into how content-led campaigns are commissioned, implemented, and perceived.

Key Findings

• 80% of respondents predict growth in content-led marketing over the next two years.
• 79% of all respondents believe that content-led campaigns will continue to grow, with only 2% expecting a decline.
• Brand engagement is the most cited benefit of content-led marketing, followed by changing perceptions and aligning with trends or issues.

Content Formats and Trends

The survey identifies several content formats and trends expected to drive the growth of content-led marketing:

• Voice technology, AR/VR, audio/podcasts, and personalisation are the most anticipated formats.
• Live video and 360 video are expected to see increased use.
• Short-form and long-form video are expected to decline in usage.

Emerging Trends

• Content activism is gaining traction, with brands using content to address social and environmental issues.
• Platform-agnostic content is becoming more important, as audiences expect content to be adaptable across multiple platforms.
• Brands as trusted knowledge hubs are being leveraged more, with content that provides factual, expert-based information.
• Personalisation at scale, blending of content and commerce, and AR/live content experiences are highlighted as key developments.

International Content-Led Campaigns

Global vs. Local Strategy

• 87% of respondents are responsible for content-led campaigns targeting multiple countries.
• 71% of respondents adapt global storytelling for local markets, rather than using a single global strategy.
• 61% of respondents use a mix of English and local language in their content, compared to 22% using only English and 16% using only local language.

Key to Success

• Identifying global values, themes, and trends and making them locally relevant is seen as the most important factor for successful international content-led marketing.
• International network agencies are preferred over multiple local agencies, with 81% of respondents working with them.
• Media owners are increasingly involved in content creation, with 37% preferring content creation studios and 31% preferring media owner content studios.

KPIs and Metrics

• Shift in brand perceptions is the most popular KPI, with 31% of respondents citing it.
• Time spent with content is the second most popular KPI, at 28%.
• Increase in brand awareness remains important, with 27% of respondents using it as a KPI.
• Likes/shares, impressions, and purchase intent are less frequently cited.

Who Leads the Campaign?

• Brand/in-house teams are seen as best for overall campaign strategy by 53% of respondents.
• Media agencies are the next most popular choice for strategy, with 23%.
• Content creation studios and media owner content studios are the preferred choices for content creation, with 37% and 31% respectively.
• Advertisers believe they are best placed to lead on media strategy (43%) and social/PR strategy (26%), while agencies and media owners have different views.

Media Partner Selection

• Trusted, credible editorial environment is the top factor influencing media partner selection, with 57% of respondents citing it.
• Audience profile and audience engagement quality are also important, with 52% and 49% respectively.
• Media owners place more emphasis on global audience targeting and having a renowned content studio, while advertisers are more interested in original research from media partners.

Conclusion

The survey underscores a shift toward more complex, multi-partner ecosystems in content-led marketing, with a focus on global themes, local adaptation, and audience engagement. The role of content activism and platform-agnostic content is growing, and KPIs are increasingly aligned with engagement and perception shifts rather than traditional metrics like impressions or clicks. The World Media Awards 2020 continues to celebrate excellence in international content-led marketing, with a call for more collaboration, local relevance, and innovation in the industry.

Contact

• Belinda Barker
• Email: belinda@world-media-group.com
• Website: www.world-media-group.com/Awards
• 2020 Awards Deadline: 6 February 2020

Additional Information

• The survey was promoted via social media channels of The World Media Group.
• 2019 Award winners include Fox Networks, Audi, Credit Suisse, Amgen JAPAC, Deutsche Bank, and Formula 1.
• The World Media Awards are judged by an independent jury of advertisers, agency representatives, and content experts.