140 statistics on content marketing in Europe

By August 3, 2014 May 31st, 2019 Partners
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While surfing the net, I came across this interesting article. This is a "small study" from several reports used to write a presentation for the Content Marketing Conference Europe.

The priorities for Global and European Marketers in 2014 ( Adobe/Econsultancy report ) are:
- 36% content marketing
- 36% social media engagement
- 32% Targeting and personalization.
- 31% Conversion rate optimization
- 28% Mobile optimisation

Marketers' 73% affirms importance of message consistency across channels - Adobe/Econsultancy
71% of European companies adopt an inconsistent content marketing strategy ( if not worse ) - HubSpot/Smart Insights
49% of marketers spend between 0 and 20% of their total marketing budget on content marketing - HubSpot/Smart Insights
55% of European marketers are increasing spending on organic - HubSpot/Smart Insights
69% of European marketers are increasing content promotion invstiments - HubSpot/Smart Insights
49% of European marketers saw a return on investment in content marketing - HubSpot/Smart Insights
49% of European marketers noted greater effectiveness of content if there is a strategy behind it - HubSpot/Smart Insights

Content marketing activities that generate leads and sales ( HubSpot/Smart Insights );
- 42% Blog posts or articles
- 37% Enewsletters or online magazines.
- 25% Community or forum
- 25% Video Information
- 23% Branded engagement and videos
- 23% Whitepapers or eBooks
- 21% Infographics
- 20% Mobile apps
- 19% Research Reports
- 19% Webinars
- 19% Competitions
- 15% Interactive tools
- 10% Quizes
- 7% Games

Among other information here is an interesting report ( CMI/DMA UK ) that tracks the platforms most used, for content promotion, by UK Marketers:
- 82% Twitter
- 78% LinkedIn
- 76% Facebook
- 57% YouTube
- 33% Google+
- 24% Pinterest
- 17% Slideshare
- 13% Flickr
- 12% Vimeo
- 7% Tumblr
- 6% Instagram
- 4% Foursquare
- 4% StumbleUpon
- 2% Quora

and finally the criteria for measuring the quality of content marketing activity by UK Marketers:
- 62% Web Traffic
- 48% Social Media Sharing
- 47% Sales Lead Quality
- 45% Ranking
- 42% Qualitative customer response
- 42% Direct Sale
- 40% Time spent on website.
- 40% Quantity of sales opportunities
- 30% Increased customer loyalty
- 29% Inbound Links
- 29% Readers/Subscribers
- 20% Cross-selling
- 20% Measuring increased company awareness
- 17% Measuring increased awareness of products/services.

Sources:
1. CMI and DMA UK Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends.
2. HubSpot and Smart Insights: Driving Content Marketing Success in 2014, European Edition
3. Econsultancy and Adobe Quarterly Digital Intelligence Briefing: 2014 Digital Trends.

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