report content marketing in norway 2014 medialounge english version
DESCRIPTION
This survey shows how 407 Norwegian businesses use digital content marketing. How important is it? What content and which channels are being used? How is the content produced? What effect does digital content marketing have on businesses, and how can it be measured?TRANSCRIPT
Report Content Marketing in NorwayMedialounge AS in collaboration with TNS Gallup and the Interactive Advertising Bureau of Norway INMA 2013/2014
About the survey
The survey results show that businesses that have a strategy and dedicated resources working with digital content marketing are more likely to succeed
The survey was conducted by Medialounge AS in collaboration with TNS Gallup and the Interactive Advertising Bureau of Norway (INMA.) 2013/2014
This survey gives a picture of how 407 Norwegian businesses use digital content marketing.
How important is it ?
What content and which channels are being used ?
How is the content being used ?
What effect does digital marketing have on businesses, and how can it be measured ?
51% of respondents will invest more in digital content marketing in 2014
71% of retail and merchandising businesses will use more resources on content marketing in 2014
55% consider digital content marketing as an important part of their marketing mix
The smallest businesses are using as much as 32% of their marketing budget on social media.
Source: 407 respondents from Norwegian businesses. Conducted by TNS Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes
Companies with small marketing budgets work more strategically with content marketing than larger companies
45% of companies with marketing budgets below NOK 5M have a strategy
Only 26% of companies with marketing budgets over NOK 5M have a strategy
17% have an employee directly responsible for content marketing
Source: 407 respondents from Norwegian businesses. Conducted by TNS Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes
Only 45% of businesses produce valuable content as a part of the content marketing mix
Businesses with small marketing budgets focus significantly more on valuable content than those with larger budgets
41% fill channels with content produced by others
40% outsource at least parts of content production
Source: 407 respondents from Norwegian businesses. Conducted by TNS Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes
The most significant distribution channels are company website (95%) and Facebook (89%)
Sharing and organic search are the most important methods of distribution
Companies with larger budgets prefer to publish their content via apps, digital customer magazines and on YouTube.
Source: 407 respondents from Norwegian businesses. Conducted by TNS Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes
The central goals for most businesses are to increase knowledge about the company or improve their marketing methods
The companies with the smallest marketing budgets are more concerned about customer leads and sales than their larger counterparts - and believe content marketing is highly effective
Large businesses are the most doubtful of the benefits of content marketingSource: 407 respondents from Norwegian businesses. Conducted by TNS Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes
Lack of time (56%) and engaging content (51%) are the biggest challenges reported with digital content marketing
44% of respondents feel they are not able to produce enough content
Source: 407 respondents from Norwegian businesses. Conducted by TNS Gallup on behalf of Medialounge AS,January 2014 Photo: Geir Ove Harnes
Get the reportMedialounge.no/content-marketing
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