This survey shows how 407 Norwegian businesses use digital content marketing. How important is it? What content and which channels are being used? How is the content produced? What effect does digital content marketing have on businesses, and how can it be measured?

1. Report
Content Marketing in
Norway
Medialounge AS in collaboration with TNS Gallup
and
the Interactive Advertising Bureau of Norway INMA
2013/2014

2. About the survey
The survey results show that businesses
that have a strategy and dedicated
resources working with digital content
marketing are more likely to succeed
The survey was conducted by Medialounge
AS in collaboration with TNS Gallup and the
Interactive Advertising Bureau of Norway
(INMA.) 2013/2014
This survey gives a picture of how 407
Norwegian businesses use digital
content marketing.
 How important is it ?
 What content and which channels are
being used ?
 How is the content being used ?
 What effect does digital marketing
have on businesses, and how can it
be measured ?

3. 51% of respondents will invest more in digital content
marketing in 2014
71% of retail and merchandising businesses will use
more resources on content marketing in 2014
55% consider digital content marketing as an
important part of their marketing mix
The smallest businesses are using as much as 32%
of their marketing budget on social media.
Source: 407 respondents from Norwegian businesses. Conducted by TNS Gallup on behalf
of Medialounge AS, January 2014
Photo: Geir Ove Harnes

4. Companies with small marketing budgets
work more strategically with content
marketing than larger companies
 45% of companies with marketing
budgets below NOK 5M have a strategy
 Only 26% of companies with marketing
budgets over NOK 5M have a strategy
 17% have an employee directly
responsible for content marketing
Source: 407 respondents from Norwegian businesses. Conducted by TNS
Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes

5. Only 45% of businesses produce
valuable content as a part of the content
marketing mix
Businesses with small marketing
budgets focus significantly more on
valuable content than those with larger
budgets
41% fill channels with content produced
by others
40% outsource at least parts of content
production
Source: 407 respondents from Norwegian businesses. Conducted by TNS
Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes

6. The most significant distribution channels
are company website (95%) and Facebook
(89%)
Sharing and organic search are the most
important methods of distribution
Companies with larger budgets prefer to
publish their content via apps, digital
customer magazines and on YouTube.
Source: 407 respondents from Norwegian businesses. Conducted by TNS
Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes

7. The central goals for most businesses
are to increase knowledge about the
company or improve their marketing
methods
The companies with the smallest
marketing budgets are more
concerned about customer leads and
sales than their larger counterparts -
and believe content marketing is highly
effective
Large businesses are the most
doubtful of the benefits of content
marketing
Source: 407 respondents from Norwegian businesses. Conducted by TNS
Gallup on behalf of Medialounge AS, January 2014
Photo: Geir Ove Harnes

8. Lack of time (56%) and engaging content
(51%) are the biggest challenges reported with
digital content marketing
44% of respondents feel they are not able to
produce enough content
Source: 407 respondents from Norwegian businesses. Conducted by
TNS Gallup on behalf of Medialounge AS,
January 2014
Photo: Geir Ove Harnes

10. Get the report
Medialounge.no/content-marketing
Would you like an industry-specific report?
Please contact:
henriette.hedlov@medialounge.no
jorunn.flydal@medialounge.no