The current survey by the International Content Marketing Forum (ICMF) has shown that 41 to 76 percent of the companies surveyed in the nine countries have a content marketing strategy that is so well developed, including 61 percent in Switzerland. Some of the research results contrast with this self-confident statement by the surveyed companies in Switzerland, for example on the aspect of organization: Only 28 percent of the surveyed Swiss companies have content marketing specialists in their own ranks, according to a press release.
With regard to distribution, it is noticeable in Switzerland that on average fewer media platforms are used than in other countries. With regard to social media platforms in particular, Switzerland and Denmark use the least of all options – which can also be interpreted as a concentration on channels that one believes in; At the top of the list in Switzerland are LinkedIn and Youtube, followed by Facebook, which is at the top in the overall assessment of the international study (all nine countries). When it comes to the use and publication of print, Switzerland is roughly in the middle with a good 50 percent compared to other countries.
International consensus exists in the fundamental affirmation of the effectiveness of content marketing, with Switzerland figuring at the lower end and showing skepticism in comparison with the other countries, namely in its belief in a positive effect on branding.
According to the study, most investments are made in content marketing in Germany, Sweden, Norway and Switzerland. The declaration of intent to invest even more in the next three years is generally large, with Austria at the top with 89 percent – Switzerland shows a comparatively deep declaration of intent in this regard with 52 percent.
Regarding the effects of the Covid-19 pandemic: The pandemic only leads to a limited shift in the focus in content marketing, namely in short-term sales support. Most of the companies surveyed in the nine countries focus on long-term branding in content marketing. Although the focus is currently a little more on temporary communication projects, the study results do not indicate a fundamental move away from long-term activities.
Who is behind this study
ICMF is the organization of the national content marketing associations. The ICMF has carried out the survey for the fourth time since 2016. The independent market researcher Professor Clemens Koob, who specializes in content marketing, with his Scion Institute in Munich is entrusted with this.
Only companies and organizations were surveyed in these countries, no content marketing service providers. A good 500 marketing executives from nine countries took part.
The cross-border association Content Marketing Forum (CMF) for Germany, Austria and Switzerland supported the ICMF study 2021 significantly through its own prior CMF study with Professor Clemens Koob. (pd / cbe)
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