The State of Content Marketing, 2012

Content marketing continues to be one of the rising stars of the online marketing world as brands from American Express and Proctor & Gamble to GE and General Mills use it alongside more traditional strategies to reach their target audiences. Why? Unlike traditional marketing, branded content is engaging, provides value and adds to the online experience instead of interrupting it.

At Outbrain, we’re all about great content, which is why we wanted to get the scoop from some of the folks in the trenches. Earlier this year, we surveyed senior-level brand marketers and agency executives as they gathered to judge entries for the 2012 Effie Awards — a program that recognizes the most effective and impactful marketing and advertising communications. What follows is an insider’s look at the state of content marketing.


100% of brand and agency marketers surveyed utilize content marketing in their overall marketing strategies. At 87% of respondents, video is the most common form of content created.

Social media is the most popular channel marketers use for driving traffic to content with 96% of respondents currently utilizing. Usage is up from 88% in 2011.

Marketers employ content marketing efforts to drive brand awareness and target top of purchase funnel consumers rather than for generating direct leads or sales. Social media engagement is the most popular indicator marketers consider when measuring the success of content marketing efforts (89%), followed by views or content downloads (76%).

Social media, video advertising and content marketing are viewed as the most effective tactics used for brand awareness, consideration and affinity.

82% of brand and agency marketers expect to increase content marketing efforts in 2012.

To download report CLICK HERE.


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