“Getting Started”: Another Highpoint In the Growth of Owned-first Content Strategy & Activation

This past weekend, Hillary Clinton announced her official candidacy for US President in 2016. While the news was not necessarily surprising, the format for her announcement was newsworthy. She and her team produced a video that they placed on social media to make this announcement.

The video captures the idea of getting started on something important and that includes running for President! While producing a video announcement is increasingly a common practice, the fact that this was the sole form of communications for doing so was rather extraordinary. It speaks to the power brands (and candidates!) are putting into owned and earned content strategy while moving away from traditional ones like press conferences or TV campaigns to launch an effort or make a statement.

Globally and locally, we are seeing this trend play out in our business. Content marketing continues to be prioritized by our clients around the world, and we have built a global practice to serve the increasing demand for content audits, strategy, creation and optimization. To reinforce the state of the marketplace, here a few statistics from recent research we completed on the topic:

  • Content is an estimated $135 billion market globally  (WebDAM Solutions, NewsCred July 2014)
  • 70% of consumers want to learn about products through content, rather than traditional ads (Inc. 2014)
  • 74% of companies increased budgets for Content Marketing in 2014, outpacing all other digital marketing categories (Econsultancy (2014), 217 respondents, global)

But all this opportunity does not come without some key challenges.

  • Over 60% of marketers in the US & UK do not have a documented content strategy (eMarketer, Content Marketing Institute)
  • Only 24% of marketers rate their company’s ability to measure ROI from content marketing as “good” (Econsultancy 2014, 217 respondents, global)
  • Almost half of all marketers struggle to make enough compelling content  (Eloqua Feb. 2014, n. 250 from Oracle Eloqua community)
  • The majority of marketers do not believe their content is optimized  (Eloqua Feb. 2014, n. 250 from Oracle Eloqua community)

In closing for this note, I have two thoughts:

  1. It will be interesting to see Hillary Clinton’s full campaign strategy come to life especially with plans to raise $2.5 billion for marketing (a bit larger than our average campaign budgets!).
  2. If you are prioritizing content and want to discuss an owned-first strategy, we would love to get started on this dialogue with you.

Have a great rest of your April!


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