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Irish Marketers Trailing International Peers in Content Marketing

Posted By Naoimi Young, 03 November 2015
Updated: 09 February 2016
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There’s no question that content is shaping the marketing landscape globally but how is Irish content marketing really doing? A survey conducted by the Marketing Institute of Ireland and 256 Media is the first to establish the state of content marketing in Ireland and how it compares to international markets, and it finds that Irish marketers appear to be still getting to grips with this relatively new discipline.

Content marketing is beginning to make an impact with Irish marketers who spend 22% of their marketing budgets on content marketing currently, compared with a UK market figure of 26%. However, with 75% of Irish marketers intent on increasing their content marketing spend in the next year, this budget gap looks likely to close.

79% of marketers consider content marketing to be important, with 76% saying they have a content marketing strategy (compared to 87% of UK marketers). However, only 48% have documented their content marketing strategy (though this is about 10% higher than our counterparts in Australia, the UK and the US).

Customer engagement was rated the highest in terms of strategic intent in Ireland, followed by lead generation and website traffic growth.

The most used content assets are social media (used by 92%), followed by articles on website (74%), video (70%) and enewsletters (66%). Interestingly, blogs are used by just 51%, which is significantly lower than international norms (85% of UK marketers use blogs).

92% of Irish marketers view social media as the most important tactic, with Twitter (52%) found to be the most effective channel. Twitter also featured as the highest ranking social media platform in the UK, and the US while in Australia, LinkedIn was most popular.


Those with a documented (as opposed to just verbal) content marketing strategy, are more likely to consider their efforts effective, and to use personas, to produce more content, to increase their content spend, to use external resources, to have a dedicated team member responsible, to use content management software, to know what they are spending, and to measure their efforts. However, a lack of time, budget, and resources are proving to be a big drain on content efforts and marketing teams the world over.

Commenting on the survey, Tom Trainor, Chief Executive of The Marketing Institute, said “We are delighted to have this first insight into the state of content marketing in Ireland, as it allows us to benchmark ourselves versus other markets where content marketing is more established. The results point to significant opportunities for Irish marketers to enhance their return on investment in this area. This is important as only 26% of Irish marketers rated their content marketing efforts as effective compared to 42% of their UK peers.”

Karen Hesse, Managing Director of 256 Media, said “This survey suggests that Irish marketers are enthusiastic about content marketing but still getting to grips with the discipline. We see scope for improvement in how we are approaching our content strategy, implementation, use of technology and measurement of return on investment in order to drive better returns from our increasing spend. This is evident from the fact that only 42% use Buyer Personas, a staple of content marketing, to inform their efforts.”

To download the 24 page ebook ‘What’s the Story?’ with the detailed results of the survey, click here.

Note on the survey: This survey was conducted online. All respondents are based in Ireland.  20% of respondents worked in companies with <10 employees, 46% in companies with 100-1000+ employees; 36% in companies 1000+. 35% of the companies surveyed were B2C; 24% B2B; 46% both B2B and B2C.

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