content marketing training survey
TRANSCRIPT
www.provokeinsights.com
Content Marketing Marketers New #1 Engagement Tool
January, 2015
2
What is Content Marketing?
Why is it so Popular?
Content marketing is any marketing that involves the creation and sharing of relevant and valuable content in order to acquire and retain customers. Examples include blog posts, in-depth articles, white papers, PDF guides, videos, and social media posts.
Increasingly used by companies and marketers, content marketing is a high impact tool that drives brand awareness, engagement, and loyalty. Ultimately, content marketing is a cost effective solution that increases sales.
3
SkilledUp organizes, curates and reviews online educational resources. The company has seen a growing interest in content marketing among users, as well as an increasing number of jobs available for individuals with this area of expertise. SkilledUp initiated this research to better gauge the importance and demand for content marketing skills. It will share this information widely to help course providers, users, and employers develop skills in what is now a critical component of marketing strategy.
About the Survey
SkilledUp commissioned Provoke Insights, a market research and strategy firm, to conduct an online survey among 200 professionals who are engaged in their companies’ marketing activities. All employees were familiar with content marketing. The survey was distributed in July 2014. “Not sure” replies have been excluded & questions have been re-calculated throughout this report.
4
Key Findings
5
Content Marketing Works
Companies see the proven benefit of content marketing. It helps drive sales (88%), grow customer referrals (83%), and build a customer base (75%).
• 74% of professionals state that content marketing is the most effective channel for improving customer engagement.
• Virtually all professionals believe content marketing builds brand recognition (94%) and loyalty (85%).
• The vast majority (87%) found content marketing to be a cost effective solution.
6
It’s Become a Critical Tool
Given the benefits, it is not surprising that professionals (94%) say it is critical that content marketing be part of a company’s marketing program.
• The majority of companies (82%) include content marketing as part of their initiatives.
• The number of companies incorporating content marketing is rapidly increasing. 31% of companies who do not use content marketing are considering incorporating it in future programs.
7
The Explosion of Content Marketing
Companies are dedicating an increasing number of resources to content marketing initiatives.
• In 2014, 40% of companies report increasing their content marketing spending. In addition, 50% of professionals say they expect their companies’ budgets to continue to expand in the next year. 43% anticipate that their content marketing budgets to remain the same in 2015.
• Job opportunities for content marketers look very strong. Over half of professionals believe job growth in content marketing is imminent in 2014 and 2015. Furthermore, 40% state that their companies will be hiring content marketers in the next year.
8
While there is a growing need for content marketers, finding people with the required skills is a challenge.
• 42% of companies state that they do not have the skill sets to implement content marketing.
• 34% of professionals have a hard time hiring individuals with content marketing expertise.
Lack of the Right Skills
9
Education is a Priority
Given these challenges, 79% of professionals say learning content marketing is a priority.
• 84% of professionals plan on learning more about content marketing. Of those, 53% are interested in taking an online course on the subject.
• 75% of professionals would find it helpful for their team members to become more knowledgeable in content marketing.
10
Detailed Findings
11
Content Marketing Works
12
Content Marketing Supports Business Objectives
How helpful do you think content marketing is for supporting each of the following objectives or initiatives?
Q:
Content marketing helps drive sales (88%), grow customer referrals (83%), and build a customer base (75%).
88% Sales
83% Referrals
75% Conversion
Base: Qualified respondents (N=200)
13
Achieves Marketing Goals
How helpful do you think content marketing is for supporting each of the following objectives or initiatives?
Q:
94% Brand
Recognition
85% Loyalty
85% Engagement
82% Retention
82% B2B
Relations Improves Marketing Initiatives
• Virtually all professionals believe content marketing solidifies brand recognition (94%).
• The majority state that content marketing helps drive engagement (85%) and loyalty (85%)
Content Marketing Helpfulness
Base: Qualified respondents (N=200)
14
58%
67%
16%
20%
Most effective channel to improve customer
engagement
Cost effectve solution
Agree Strongly agree
A Tools Worth Its Price Tag
How much do you agree or disagree with the following statements?
Q:
Base: Qualified respondents (N=200)
87%
74%
• 87% of professionals state content marketing is a cost effective solution.
• 74% agree content marketing is the most effective channel for improving customer engagement.
15
Growth in Content Marketing Agencies
Next Trends in Content Marketing
What do you think will be the next trend in content marketing? Q:
Social media moving beyond just "likes" and search history to getting consumers involved in discussion and using current events in their favor.
Real-time interfacing with product development.
Immediate direct interaction with product or service reps.
Mobile device usage will increasingly incorporate location and personal preference information
Geographic texting.
Real Time & More In-depth Two-Way Communication
Mobile & Location Based Offerings
More content marketing agencies.
Base: Those who provided trends (n=49)
16
It’s Become a Critical Tool
17
55%
39%
4% 2%
Very important Important Somewhat important Not at all important
Importance of a Content Marketing Strategy
• 94% of professionals believe it is critical to include content marketing as part of a company’s marketing program.
How important do you think it is for companies to include content marketing as part of their marketing strategy?
Q:
Base: Qualified respondents (N=200)
94% Importance of Content Marketing
18
An Integral Part of Marketing Plans
Does your company include content marketing as part of its marketing strategy?
Q:
82% 18%
Includes
Is your company considering incorporating content marketing as part of its marketing strategy in the coming year?
Q:"
of the companies that do not use content marketing are considering integrating it into their plan next year.
Base: Qualified respondents (N=200) Base: Do not incorporate content marketing (n=48)
• The majority of companies (82%) include content marketing as part of their marketing initiatives.
• The number of companies incorporating content marketing is rapidly increasing. 31% of companies that do not use content marketing today are considering integrating it as part of their future programs.
Content Marketed Included in Marketing Strategy
31%
19
Most Companies have an Internal Team
Who currently handles your content marketing initiatives? Q:
Base: Content marketing is part of the respondent’s marketing strategy (n=152)
• 93% of companies have an internal team that works on content marketing initiatives. 20% also use an outside agency for initiatives.
73% Internal Team
7% Outside Agency
20% Both
Internal & External Teams
Responsible for Content Marketing Initiatives
20
We are a small business and don’t have the internal department.
Two Key Reasons for Using an Outside Agency
Why do you use an outside agency to handle your content marketing initiatives? Q:
More Expertise
They can sometimes recognize opportunities that we may not realize.
Expertise, awareness of trends, technology.
Lack of Resources
We are too small to have full-time inside employees.
We need the extra help.
• Not enough internal resources, as well as more skilled expertise in content marketing are key reasons for seeking outside assistance.
Base: Use an outside agency (N=42)
Their expertise over our in-house staff and the applied metrics they supply us.
21
Size Matters: Internal Content Marketing Team
Approximately how many people are on your internal team? [Analyzed by size of company] Q:
Base: Content marketing is part of the respondent’s marketing strategy (n=152)
Num
ber o
f Em
ploy
ees
Size of Company (Employees)
• Once a company hits 500 plus employees, the size of the content marketing team greatly increases.
0"
5"
10"
15"
20"
25"
30"
Under"10" 10,49" 50,99" 100,499" 500,999" 1000,4999" 5000"+"
Number of Employees in Internal Team
Mean: 9 Employees
22
The Explosion of Content Marketing
23
Content Marketing Budgets are Growing
Over the past year, did your company's budget for content marketing change? Q:
40%
3%
57%
2014
Increase Decrease Stay the same
50%
7%
43%
2015 Increase Decrease Stay the same
• In 2014, 40% of companies are increasing their content marketing spending.
• 50% of professionals say they expect their budgets to continue to expand in the next year.
In the coming year, do you think your company's budget for content marketing will change? Q:
Base: Content marketing is part of the respondent’s marketing strategy (n=152)
24
Content Marketing Jobs are in Demand
Do you think the number of jobs in content marketing has/will increased? (2014, 2015) Q:
! Over half of professionals believe job growth in content marketing is imminent in 2014 and 2015.
! 30% state their companies will be hiring content marketers in the next year.
In the next 12 months, do you expect your company to hire content marketers? Q:
53% 59%
2014 2015
% that Believe the Number of Jobs in Content Marketing Will Increase
40% of professionals say their company is hiring content marketers is the next year.
Base: Qualified respondents (N=200) Base: Content marketing is part of its company's marketing strategy (n=152)
25
Lack of skilled personnel
?
26
Challenges in Implementing Content Marketing
2%
17%
20%
21%
34%
45%
58%
Other
Organization
Management buy in
Technology capabilities
Skilled expertise
Time
Limited Budget
What are the main challenges your company faces when it comes to implementing content marketing?
Q:
Base: Qualified respondents (N=200)
! 34% of professionals have a hard time hiring individuals with content marketing skills.
Skilled Expertise
Challenges Implementing Content Marketing
27
10%
32%
47%
11%
Strongly agree Agree Disagree Stronly disgree
Lack of Qualified Experience
How much do you agree or disagree with the following statements?[Skills to Implement Content Marketing]
Q:
Base: Qualified respondents (N=200)
• 42% of companies do not have the expertise to implement content marketing effectively.
Companies Lacking the Skills to Execute Content Marketing
42%
28
The Need for Content Marketing Education
Content Marketing
Guide
29
24%
29% 28%
19%
Very interested Interested Somewhat interested
Not at all interested
High Interest in Online Courses
• 53% of professionals express interest in taking an online course about content marketing.
How interested would you be in taking an online course about content marketing? Q:
Base: Qualified respondents (N=200)
53%
Interest in Online Content Marketing Courses
30
Improve Team Members’ Skillsets
How helpful would it be for your team members to learn more about content marketing? Q:
Base: Qualified respondents (N=200)
75% Helpful
17% Somewhat help
8% Not at all helpful
• 75% state it would be helpful for their team members to become more knowledgeable about content marketing.
Help
ful f
or T
eam
Mem
bers
to L
earn
M
ore
Abou
t Con
tent
Mar
ketin
g
31
Seeking Resources to Become More Educated
47% on the
job
39% articles
34% conferences
34% webinars podcasts
23% courses taught
in-person
21% books
ebooks
20% blogs
19% employee training
12% mentors
73% tried to learn more about content marketing this year
3% other
37% online
courses
Base: Qualified respondents (N=200)
Which of the following educational resources or training have you used over the past 12 months to learn more about content marketing?
Q:
• 73% of professionals have learned more about content marketing this year. • 37% used online courses to improve their skillset.
Group learning Individual learning
32
53%
58%
58%
22%
21%
26%
Need more time to learn about content marketing
Learning about content marketing is a priority
Plan on learning more about content marketing
Agree Strongly agree
Prioritizing Education
How much do you agree or disagree with the following statements?
Q:
Base: Qualified respondents (N=200)
• 84% of professionals plan on learning more about content marketing. • 79% see learning content marketing skills as a priority.
84%
79%
75%
33
A Variety of Resources are being Used
To the best of your knowledge, which of the following types of content has your organization used? Q:
Base: Qualified respondents (N=200) *Shows responses higher than 10% or
48% Social media post
45% Articles
29% Interviews
28% Original Photography
26% Presentations (e,.g. SlideShare)
24% Ratings & reviews
23% Research
21% Guides
17% Q&A content
16% Mobile Apps
15% Infographics
15% Contests
13% Storytelling
19% Case studies
28% Video
12% Quiz
27% Blogs
17% Stock Photography
?
• Posting on social media (48%) and writing articles (45%) lead as the most popular types of content organizations use.
34
Facebook is the Most Used Social Media Tool
Q:
71% 47%
33%
42% 38%
23% 13% 11%
8%
8% 7%
4%
4%
3%
3%
Base: Qualified respondents (N=200)
Which of the following social media platforms does your company leverage?
35
Respondent Profile
36
Employment Status
Which of the following best describes your current employment status? Q:
64%
24%
12%
Employed full-time Self-employed Employed part-time
Base: Qualified respondents (N=200)
37
Job Responsibilities
Are you involved in the following company initiatives? Q:
Base: Qualified respondents (N=200)
" Marketing 48%
" Communications 41%
" Business Development 39%
" Public Relations 38%
" Social Media 38%
" Advertising 33%
" Email Marketing 31%
" Web Content 30%
" Brand Management 28%
" Market Research 21%
" SEO 12%
" Media Production 12%
38
Industry*
To the best of your knowledge, which of the following types of content has your organization used?
Q:
Base: Qualified respondents (N=200)
12% Education
11% Insurance, accounting, financial services
9% Retail, consumer durables
7% Manufacturing
7% Construction, machinery, homes
7% Consulting
6% Telecommunications, technology, internet, electronics
5% Healthcare, pharmaceuticals
5% Nonprofit
4% Advertising, marketing, public relations
3% Real Estate
2% Automotive
2% Hospitality
*10% Other
39
32%
12%
6%
17%
8%
11%
15%
Under 10 employees
10-50 employees
51- 100 employees
101-500 employees
501-1,000 employees
1,001- 5,000 employees
Over 5,000 employees
Company size
Approximately, what is the size of your company? Q:
Base: Qualified respondents (N=200)