Members of the Content Marketing Association (CMA) have helped their clients migrate to tablet since their arrival. The CMA recently undertook research focusing on how businesses use tablets to consume news, business documents and corporate reports. For the first time, Patrick Fuller, CEO of the CMA, shares the findings with non-CMA members.

1. The Content Marketing Revolution
26th February 2013
Communicate

2. Content Revolution
Three audiences
• Agencies
• Clients / Brands
• Consumers
• Content Marketing
• Print
• Digital
• Mobile

3. Vision
Make CMA synonymous with content marketing
CMA to create cut-through by establishing and owning
content marketing in UK using
• Research
• Thought leadership
• White papers
• Events and social media

4. CMA Objectives
• Attract spend to the customer publishing/content marketing industry
from other initiatives
• Start owning the content space
• Multichannel and integrated solution: magazines (including posted
messaging) and digital
• Prove the effectiveness of content marketing
• Inspire and educate brands
• Unite all members – power of working together

5. Content Marketing – key trends
• The art of telling stories about a brand = consumer engagement
• Serialisation versus tactical campaigns
• Content & convergence
• Reach v. results
• Clients increasing want to own the dialogue with consumers
• Earned media v. paid media
• Monetisation of content
• Integration of content
• CMO officer positions
• Its all up for grabs – but only content agencies really get it =
journalism skills

6. Marketing Overview – quality free content

7. The agency view

8. Key findings in the report
• Revenues are rebounding upwards
• Print aficionados become multi-media
cognoscenti
• Digital is creating industry resilience
• Genesis of advanced digital media
• Print has a place and still is healthy
(paginations, titles)
• In tough times agencies have worked
more efficiently
• A sense of cautious optimism pervades

9. Today revenues are rebounding from a 2009 low
2300 600
2200 502 500
473 483
454
420
2100 400
344 352
314 GDP(in $bn)
2000 300
Agency turnover (m £)
1900 200
1800 100
1700 0
2003 2004 2005 2006 2007 2008 2009 2010

10. In an advertising context, the sector is
outperforming
8,000
Total press
7,000
Direct mail
£m £m £m £m
6,000 Internet
Total Direct Customer
Internet
press mail publishing
5,000
2005 6,797 2,371 1,367 352
2006 6,523 2,322 2,016 420
4,000
2007 6,439 2,171 2,813 473
2008 5,713 2,040 3,350 502
3,000
2009 4,386 1,686 3,541 454
2010 4,302 1,712 4,097 483
2,000
% change
1,000 -36.7 -27.8 200
2005-10 37%
0
2005 2006 2007 2008 2009 2010

11. Digital reach: websites are updated frequently
showing commitment to fresh content
Source: APA Member Survey/Mintel Research
Consultancy
One in three websites is updated daily

12. Content is being delivered in a more integrated
way than ever before
Source: APA Member Survey/Mintel Research Consultancy

13. Digital future: A selection of verbatim
The future’s digital. For clients where we publish a As patterns of media
traditional magazine format, we are invariably also consumption change
providing a digital element. We have invested a great in digital communications
the digital team and expertise and have begun creating offer a range of ways to
tablet apps for clients. engage with customers.
Their strengths include
interactivity, immediacy
and the ability to fuse
different media together
and personalise
messages.
And of course these
channels are vital to
There’s been more of trend for clients to move to reach digital natives and
digital, not because they believe it generates a higher those consumers for
return, but because it saves on print and postage costs. whom print has lost its
pre-eminence.
Source: APA Member Survey/Mintel Research Consultancy

14. Brands

15. The Approach
500 omnibus interviews with higher/Intermediate managers
who make key decisions about Marketing
---
Fieldwork dates: 06.06.2012 - 08.06.2012
---
43% of the sample were aware of the split of their marketing budget
apportioned to content marketing

16. Content Marketing is multiplatform

17. Content Marketing works for brands

18. Budget split devoted to content marketing
Content Marketing spend now accounts for a fifth of total marketing budgets.
0-5% 25%
6-15% 22%
16-25% 23%
Average % devoted to
26-40% 17% content marketing: 21%
41-55% 6%
56-70% 6%
71-85% 1%
86-100% 1%
Base: All respondents aware of budget allocation (218)
To the nearest per cent, what percentage of your total marketing budget is apportioned to the creation and dissemination of content?

19. Content Marketing revenues grow in next
12 months
73 per cent of marketers will increase or maintain their content marketing
budgets over the next 12 months
Increase significantly 5%
Increase slightly 17% 73%
Stay the same 51%
Decrease slightly 12%
DK = 11%
Descrease significantly 4%
Base: All respondents aware of budget allocation (218)
Do you expect your content budget to increase over the next 12 months?

20. Digital growing, but magazines still holding firm
Digital clearly the future for content marketing, but 1 in 4 advertisers will still
be looking to customer magazines as a key way to connect with consumers
Content-led websites 37%
Branded mobile / tablet apps 30%
Customer magazines 25%
Email newsletters 22%
Branded games 15% Share of mentions:
Branded TV 13% Digital: 76%
Mobile enabled websites 13% Mobile: 30%
Content-led microsites 9% Traditional: 23%
Tablet content 9%
Note: Mobile included in digital %
Branded Radio 8%
Content led e-tail/m-commerce 6%
Branded video/viral 5%
E-zines 3%
Base: All respondents aware of budget allocation (218)
Do you expect your content budget to increase over the next 12 months?

21. Key conclusions
• Over 20% of budgets will be devoted to content marketing
• With this amount likely to increase year on year
• Digital is a clear driver of new activity, but magazines will still
have a vital role to play for a large number of advertisers
• Five per cent of marketers think their content budget will
increase significantly in 2013
• The industry is on track to meet Mintel’s prediction to reach £1
billion by the end of the year

22. Consumers

23. The Approach
• 1049 interviews with UK Adults aged 16+ conducted by
PanelBase
• Fieldwork dates: 06.06 - 08.06.2012
• Quotas set to ensure the sample is nationally representative
• 49% Male / 51% Female
• 31% 16-34 / 34% 35-54 / 35% 55+

24. Content marketing helps the consumer

25. Consumers – digital content

26. Quality digital content
‘I trust content on a ‘The content on websites
website if I know the produced by brands is of
brand involved’ similar quality to 'normal'
‘I'm positive towards websites’
72% 7% brands that deliver 44% 17%
agree disagree relevant content to me agree disagree
online’
71% 6%
agree disagree
Source: PanelBase / Base: Monthly digital users (526)
We'd like to know whether you agree with these statements below regarding websites that are produced by brands?

27. Which ultimately delivers more than
conventional advertising
59%
are more likely to recall products and promotions
on a website produced by a brand compared to
a normal online advert
Source: PanelBase / Base: Monthly digital users (526)
We'd like to know whether you agree with these statements below regarding websites that are produced by brands?

28. Consumers – mobile content

29. Research approach
• 952 users interviewed using survey software on their iPad
• Fieldwork conducted between 18 March – 8 April
• 48% from Europe, 35% from North America
• 19% 15-24 / 47% 25-39 / 30% 40+
Source: Dres Consulting

30. Users are committed to their iPad
• Over a third are considering buying another Tablet PC in the
next 12 months
• 79% of those would consider buying an iPad2
• Brand Loyalty: 70% wouldn’t even consider swapping their iPad
for an new alternative tablet brand for free
Source: Dres Consulting - Base: All Respondents (952)

31. Once you’re hooked
95% use their iPad at least once a day
Less than 5 minutes
4% 5-14 minutes
9% 8% 15-29 minutes
18% 30-59 minutes
27%
1 – 2 hours
2 – 4 hours
30%
5 – 8 hours
Over 9 hours
Average usage of 2h 17m each day
Source: Dres Consulting - Base: All Respondents (952)

32. Strong showing digitally
Mean % of overall online / time using
26% apps spent with sites / apps published
by a brand
Source: PanelBase / Base: Monthly digital users (526)
Thinking of all of the time you spend online or using apps what percentage of that time is spent reading magazines published by a brand?

33. Apps – an area for opportunity
50% of users have over 40 iPad apps
With 95% paying for ¾ or more of their apps
Source: Dres Consulting - Base: All Respondents (952)

34. Apps: Play, Inform, Communicate
The range of genres shows the versatility of the iPad as a communication
tool
Games 85%
55%
News 76% Have Like Best
35%
Social Networking 69%
32%
Books 67%
31%
Utilities 67%
23%
Productivity 63%
19%
Entertainment 62%
19%
Music 58%
18%
Lifestyle 54%
16%
Magazines 51%
16%
Newspapers 50%
12%
Travel 45%
11%
Photography 41%
11%
Sports 34%
10%
Medical 22%
4%
Source: Dres Consulting - Base: All Respondents (952)

35. Opportunity – The branded content ‘gap’
• Over 1 in 4 do not own a ‘branded content’ app
• 84% of users have 10% or less of their apps in association with
brands
• 67% would like brands to produce more interesting or exclusive
content for their iPads
Source: Dres Consulting - Base: All Respondents (952)

36. Where should brands get involved?
The key to success is to create content that is relevant, fun and informative
Which areas should brands get involved in when creating new apps?
Lifestyle 39%
Games 38%
Entertainment 27%
Productivity 23%
Utilities 22%
Sports 22%
News 22%
Social Networking 20%
Magazines 19%
Music 18%
Travel 15%
Games 14%
Newspapers 14%
Books 11%
Photography 9%
Medical 7%
Source: Dres Consulting - Base: All Respondents (952)

37. What should the pricing model be?
A free, branded app with no advertising is the clear
winner with users
• 73% would prefer a free app that is
associated with a brand rather than having to
pay
• 68% would prefer a free branded app with
NO ADVERTISING rather than an
independent app with advertising
Source: Dres Consulting - Base: All Respondents (952)

38. Driving future actions
As a result of using an app users have...
• have recommended an app to family/friends (61%)
• visited the developer’s/brands website (33%)
• considered buying a product or service (29%)
Source: Dres Consulting - Base: All Respondents (952)

39. Summary
iPad users are committed enthusiasts and brand loyal
Once you’re hooked... 57% use their iPad for at least an hour every day
Content is King: Willing to pay for apps but would rather have free branded
apps with no advertising
Presents great opportunity for brands to produce free branded apps with
relevant, fun and entertaining content
Brands can maximise on the powerful word of mouth association with a
positive and creative app
Source: Dres Consulting

40. The Content Marketing Association
Patrick.Fuller@the-cma.com
@the_CMA
www.the-cma.com