Social Media usage in content marketing strategies set for exponential growth, reveals CMA research

October 13th, 2015

– New CMA study looks at relationship between social media and content marketing
– 80% to increase use of social within content marketing strategy
– Of these, nearly half to increase usage by up to 50%
– Three quarters plan to invest more in owned social media

London, 13 October, 2015: The Content Marketing Association (CMA), the industry body for the content marketing industry, has today revealed the results of its new research, investigating the relationship between social media and content marketing. The study was conducted across 100 senior level marketers, including the CMA membership of over 40 companies, plus brands such as HTC, Barclays, Experian, O2 and Wonga, as well as leading media and creative agencies such as Manning Gottlieb OMD, Havas Media Group, Ogilvy & Mather and Carat. It forms part of a brand new report, The Role of Social in Content Marketing.

The study found that the use of social media for content marketing purposes is set for rapid growth, with 80% planning to increase the use of social within content marketing strategies in the next year. Of these, nearly half (47%) plan to increase usage by up to 50%. Financial investment in social is also growing, with 75% planning to invest more in owned social media.

Within this growth, there are clear opportunities for brands to stand out, with more than half (55%) believing that brands are not experimental enough with their social media. Authenticity was also seen as key, with 56% concerned that brands aren’t authentic enough on social platforms.

Content marketers believe social media is vital to their strategies, with 69% calling it ‘very important’ and nearly 90% agreeing that the growth of social has had a positive influence on content marketing strategies.

Clare Hill, Managing Director, the Content Marketing Association, said: “This brand new insight demonstrates the importance social media now holds for marketers and the content marketing industry, with most seeing it as a necessary part of their strategy. The pace at which social media is growing in power and influence is remarkable, and that there are many opportunities for brands to use this to their advantage to make their voices heard.”

Twitter and Facebook lead the way for the most influential and most economically viable social media platforms in the content marketing space, with the pair coming first and second respectively in both categories. Whilst Facebook (55%) wins out for the most effective B2C content marketing social platform, LinkedIn leads for the B2B category, with two thirds (67%) of those asked citing it as the most effective in that market.

The industry is divided over the issue of social media measurement; 28% are confident in their ability to accurately measure its return on investment (ROI), however 42% are unsure if this is possible.

When it comes to why content marketers use social media, amplification was cited as the number one reason by 57% of respondents, with building a fan base coming in second at 21%. It is also seen as a very consumer-first approach, with over 40% agreeing that consumers have the most control over driving a social content marketing strategy, ahead of the client (31%).

The CMA also found that 57% of those asked currently invest in paid social media.

The Role of Social in Content Marketing

The Role of Social in Content Marketing is a report produced by the CMA on key issues for influencers in the content marketing industry. The report brings together the UK’s best content marketers, including a study into the use of social within the industry. This was conducted across 100 senior level marketers, including the CMA membership of over 40 companies, plus brands such as HTC, Barclays, Experian, O2 and Wonga, as well as leading media and creative agencies such as Manning Gottlieb OMD, Havas Media Group, Ogilvy & Mather and Carat. The report also includes exclusive insights from industry experts such as Jamie Toward, Head of Content at MEC; Simon Baker, Head of Branded Content at ITN Productions; and Matt Potter, Head of Content at John Brown Media Group.

Full copies of the report are available here

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