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Irish Marketers commit 22% of budget to Content Marketing, and plan to spend more
256 Media | Content Marketing | 03 September 2015Irish Marketers commit 22% of budget to content marketing and plan to spend more, but trail their international peers in how effective they feel their content marketing efforts are.
That’s according to the results of Ireland’s first content marketing survey conducted by the Marketing Institute of Ireland, in association with 256 Media.
About the Survey
Between February and June 2015, the Marketing Institute asked members to participate in the online survey that asked detailed questions about how Irish marketers are using content marketing. We also framed many of those questions so that we could compare Irish responses with those from other international studies conducted in the UK, USA and Australia under the auspices of the global Content Marketing Institute.
The biggest challenge is ‘not enough time’, cited by 72% of respondents, followed by ‘producing engaging content, cited by 56%.
Those with a documented content marketing strategy are more likely to consider their efforts effective and to:
What we think
Commenting on the survey, Tom Trainor, Chief Executive of The Marketing Institute of Ireland, said “We are delighted to have this first insight into the state of content marketing in Ireland. It establishes the strategic objectives being pursued, the levels of activity involved and the degree of effectiveness being achieved in this growing space. It also allows us to benchmark ourselves versus other markets where content marketing is more established and points to 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. Compared to our international peers there is considerable opportunity 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.