STUDY: The Future of Content
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A recent study released by the Meltwater Group, the Future of Content, shows the very realistic state of digital media strategies for most businesses around the world. The research shows companies are learning ‘on-the-job’ how best to create and distribute content, and effectively connect with audiences. Furthermore, those emerging in a social media role aren’t necessarily of a traditional PR or marketing background, but those with enthusiasm and an appetite for new technology. This accounts for 52% of those in a social media position.
Other key takeaways I found valuable:
- 78% consider content marketing to be important to their organization, although only 49% have a formal strategy
- 35% have seen their budgets for social media rise in the last 12 months
- 84% consider it important to monitor what is being said online about their company, yet only 1 in 5 companies have invested in tools to do this
- The three most popular content marketing channels are e-newsletters (62%), print magazines (61%) and social media (49%)
- 52% see social media as integral to their marketing efforts and 59% see it as an opportunity for marketing departments, rather than a threat
- At a corporate level, companies are most likely to be using Facebook (68%), followed by Twitter (55%), LinkedIn (43%) and YouTube (42%)
- The biggest content marketing challenges are producing interesting (23%) or new / different (21%) content – budget is only an issue for 18%
- 40% of organizations expect their marketing budgets to go up in 2011 with an average increase of 1.4% forecast
- 79% of respondents consider that social media is “owned” by the marketing department – with an average of six people having some social media responsibility
The full report is available here.
10 Comments on this post
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Trish Skram said:
Really good statistics, Sarah. As a health care communicator/social media manager, I’m seeing more and more hospitals across the nation hiring social media managers on full-time! AND they’re developing new media/online content departments. It’s shifting fast. Thanks for sharing this post.
December 8th, 2010 at 11:54 am -
Donina Ifurung said:
Great stats, Sarah! It alleviates any concerns that social media may be on its way to saturation. The fact that large companies are only beginning to utilize social media for business means shows that there is still plenty of leeway for social media specialists to “strut their stuff” and be gainfully employed in this current waning economy.
December 8th, 2010 at 4:27 pm -
khaliph young said:
Good Read. Working on the government side of communications and social media I have found things to move slowly simple because many government employees have not been exposed to a faster technology track. There needs to be a constant education of new marketing and communications tools to long time city employees.
December 8th, 2010 at 4:37 pm -
Kirk Hazlett, APR, Fellow PRSA said:
Very interesting and thought-provoking information, Sarah. Great fodder for my PR classes at Curry College in the spring…and onward! Thanks for sharing!
December 8th, 2010 at 8:37 pm -
ryanruud said:
Great write up. The content machine is definitely raging. At my work the content question is a perpetual one, I was brought in from a majority of my background being in journalism and writing, and a small touch in marketing pr. Getting company wide buy in has been my number one goal in being able to generate enough quality,fresh content to be of relevance and make a dent. Every day I’m learning on the job because each person who contributes, brings incite and I have to adjust my strategy with each to get them on board! As always, love your stuff.
December 9th, 2010 at 2:20 pm -
Web Development said:
Many organization use social media as integral to their marketing efforts and content marketing play important role now.
December 13th, 2010 at 8:02 am -
Tej Kohli said:
Such a very nice post and giving clear cut idea about “Future of Content” for this Google also gives us new advance feature “Reading Level “
December 17th, 2010 at 1:25 am -
pdf library said:
Social media has got to be the future of all business and personal marketing solutions
December 21st, 2010 at 2:46 am -
Sourish @ Iphone 4 Jailbreak said:
nice insight there about social media and marketing efforts to effectively connect with your audience ..
SourishDecember 21st, 2010 at 2:37 pm
[...] This post was mentioned on Twitter by Sarah Evans, Kelly Olexa, Kelly Olexa, Anne Smith, Justin Henning and others. Justin Henning said: RT @prsarahevans: 52% of those in a SM job landed their job due to enthusiasm for technology, new tools. http://j.mp/gAdVHA #kusocialmedia [...]