Analysis From Outbrain and Econsultancy Sheds New Light on Fast-Growing Discipline
NEW YORK, NY--(Marketwire - Oct 3, 2012) - Outbrain, in partnership with Econsultancy, today released an in-depth study on content marketing that looks in detail at the strategies, objectives, and challenges involved in the fast-growing field. With more than 90% of respondents predicting that content marketing will increase in importance over the next 12 months, the findings overwhelmingly point to the discipline's mounting importance. Despite this, the majority of companies do not have a content strategy, dedicated budget or dedicated individual in place.
The study, conducted in July and August of 2012, is based on a global survey of more than 1,300 digital marketing professionals working for brands, publishers and agencies. Key findings from the report include:
While content marketing is growing in importance and is increasingly seen as its own discipline, the majority of companies do not have a defined content strategy
Content marketing and social media are inextricably linked
Resources, budget and politics are major barriers to effective content marketing
The barriers preventing effective content marketing which were listed most frequently by in-house marketers were:
Agency respondents were more likely to cite:
"Outbrain's business is all about connecting people with quality content and it's great to see content marketing gaining recognition as an important field within the digital marketing community," said Outbrain CEO Yaron Galai. "Our hope in releasing this study is that we can educate the market on the importance of this discipline, and help them identify the tools and strategies that will ensure that they are using content to engage their audience in the most effective way."
"A variety of trends have coalesced in recent years to underscore the importance of content marketing. People are spending more and more time online searching for information, and Google has made significant changes to its algorithms to emphasize quality content in its search results," said Linus Gregoriadis, Research Director at Econsultancy. "As such, it's essential that companies start to put dedicated strategies and budgets in place to ensure that they are ahead of the curve."
For more information or a complimentary copy of the report please contact Outbrain directly info@outbrain.com
About Econsultancy
Econsultancy is a global independent community-based publisher, focused on best practice digital marketing and e-commerce, and used by over 400,000 internet professionals every month. Our hub has 130,000+ members worldwide from clients, agencies and suppliers alike with over 90% member retention rate. We help our members build their internal capabilities via a combination of research reports and how-to guides, training and development, consultancy, face-to-face conferences, forums and professional networking. Econsultancy has offices in London, New York, Singapore, Sydney and Dubai and we are a leading provider of digital marketing training and consultancy. We are providing consultancy and custom training in the Middle East, and extensively across Europe and Asia. We trained over 5,000 marketers and ran over 200 public training courses in 2011.
About Outbrain
Outbrain (www.outbrain.com), the leading content discovery solution, is on a mission to help readers find the most interesting content online, while giving publishers and brands the ability to reach a highly engaged audience. Using personalized links, Outbrain recommends content across a network of more than 300 premium publishers, including CNN, Fox News, Hearst, Rolling Stone, US Weekly and NBCNews.com. Links to content on a publisher's own site increase stickiness, while links to high-quality third-party content increase site traffic and generate revenue. Outbrain is currently installed on more than 90,000 sites and generates more than 50 billion recommendations per month. Founded in 2006, the company is headquartered in New York, with 15 offices globally, including the U.S., U.K., Israel, Singapore and Australia.
Contact Information:
Media Contacts:
Lindsey Scott
LaunchSquad for Outbrain
Outbrain (at) launchsquad (dot) com
212-564-3665
Ryan Sommer
Econsultancy
ryan.sommer (at) econsultancy (dot) com
+44 (0)20 7269 1467