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Preface
As Internet users are turning out to be “seekers” and not mere “consumers” brands are slowly but surelygravitating from broadcasting messages online to playing a meaningful role in the lives of denizens throughcontent marketing.
As defined by the Content Marketing Institute, Content marketing is a marketing technique of creating anddistributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – withthe objective of driving profitable customer action.
In short brands that used to reach audiences owned by print publishers & television channels, are now turninginto publishers in order to attract, engage and monetize their audiences directly. This new phenomenon isforcing a subtle but definitive restructuring in marketing departments and existing agency-client equations.Not surprisingly, while content marketing is already a $40 billion industry in the United States, it’s still in itsinfancy back in India and brand marketers have a number of challenges to overcome.
In order to better understand the Indian Marketers’ perspective on content marketing – awareness,knowledge, processes, costs, budget allocation, etc., KontentCart.com India’s first content marketplace incollaboration with CXO Today, conducted a survey with top CMOs of the country.
The results of India’s first ever study on Content Marketing, titled “State of Content Marketing: India 2015” areeye-opening.
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Sample Size & Selection procedureA total of 380 CMOs & Marketing Directors were surveyed from various industries including domestic & multi national corporations. The KontentCart team identified 14 industry verticals for conducting this study.
Research Period The research was conducted in the months of Nov-Dec 2014
Geography The respondents are either based in India or have a mandate to manage India operations.
Respondent Industry VerticalsFMCG BFSI
Automobiles Electronics
Ecommerce Consumer Durables
Telecom Food & Beverages
Health & Personal Care Retail
Media & Entertainment Education
B2B Real Estate
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Study Methodology
Study Methodology
Data collection method An online survey containing 10 multiple-choice questions was sent to respondents. All the questions were Unaided in nature.
Respondent Experience levels
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Findings
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What percentage of marketing budgets do you allocate for content marketing?
73%
12%
8%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
0-5%
5-10%
10-20%
20% & above
Majority of the marketers do not allocate more than 5% of their marketing budgets
on content marketing
Perc
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Percentage of respondents
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Top reasons for not doing active content marketing?
10%
32%
36%
22%
0% 5% 10% 15% 20% 25% 30% 35% 40%
It's too new a subject
I do not understand it completely
I do not know it's ROI
My current agencies do not get it
Almost all respondents showed their ignorance
about the subject
Percentage of respondents
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How much of content marketing budget is spent on content Creation & Curation?
2%
6%
18%
74%
0% 10% 20% 30% 40% 50% 60% 70% 80%
0-10%
10-25%
25-50%
50% & above
Majority of the marketers spend more than 50% of their content marketing
budgets on content creation
Perc
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Percentage of respondents
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How much of the content marketing budget is spent on Content Distribution?
72%
17%
6%
5%
0% 10% 20% 30% 40% 50% 60% 70% 80%
0-10%
10-25%
25-50%
50% & above Large chunk of marketers do not spend more than 10% of
the content marketing budget on Content Distribution
Perc
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Percentage of respondents
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Awareness of Content Creation Tools in market?
47%
39%
14%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Not aware at all
Somewhat aware
Fully aware
Almost half of the marketers are not aware of content creation tools available in market at all
Percentage of respondents
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Awareness of Content Distribution Tools in market?
56%
40%
4%
0% 10% 20% 30% 40% 50% 60%
Not aware at all
Somewhat aware
Fully aware
More than half of the marketers are not aware of any content
distribution tools in market at all
Percentage of respondents
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How do you create content at present for your marketing requirements?
4%
42%
34%
4%
16%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I have In-house team
My creative agency creates the content
My digital agency creates the content
I have a specialised content agency
I do not create any contentOnly 4% of marketers are working with a specialist content agency. Majority had to outsource it to their existing agency partners
Percentage of respondents
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How do you distribute content at present?
24%
14%
11%
5%
46%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Through my social channels
Through my media channels
Through content seeding
Through content distribution tools
No specific efforts on distribution
Almost half of the marketers pay no attention to distribution of content & one fourth of them
distribute it via social media
Percentage of respondents
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How do you find your current content creation costs?
78%
12%
6%
2%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Very Costly
Costly
Affordable
Cheap
Free of cost
Around 80% of the marketers feel their current content creation
costs are very high.
Percentage of respondents
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In 2015, what would you like to do with your content marketing budgets?
84%
2%
13%
1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Increase
Decrease
Keep at same level as 2014
Stop spending on content marketing Almost all marketers want to increase their spending on content
marketing in the next year
Percentage of respondents
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Bibliography
Content
Refers to various types of assets (articles, videos, case studies, whitepapers, listicles, infographics, audiocasts, webinars etc) to be used for marketing
Content Marketing
“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” - Content Marketing Institute
Content Creation
It refers to the process of development of various types of content mentioned above
Content Distribution
It refers to the process of distributing the content created through various channels
Content Distribution Tools
Refer to automated tools used for distribution of content.
