Example of a market research report conducted by Provoke Insights. The survey information was used in a press release and blog entries.

1. www.provokeinsights.com
Content Marketing
Marketers New #1 Engagement Tool
January, 2015

2. 2
What is Content Marketing?
Why is it so Popular?
Content marketing is any marketing that involves the creation and sharing of
relevant and valuable content in order to acquire and retain customers.
Examples include blog posts, in-depth articles, white papers, PDF guides,
videos, and social media posts.
Increasingly used by companies and marketers, content marketing is a high
impact tool that drives brand awareness, engagement, and loyalty. Ultimately,
content marketing is a cost effective solution that increases sales.

3. 3
SkilledUp organizes, curates and reviews online educational
resources. The company has seen a growing interest in content
marketing among users, as well as an increasing number of jobs
available for individuals with this area of expertise. SkilledUp
initiated this research to better gauge the importance and
demand for content marketing skills. It will share this information
widely to help course providers, users, and employers develop
skills in what is now a critical component of marketing strategy.
About the Survey
SkilledUp commissioned Provoke Insights, a market research and strategy firm, to
conduct an online survey among 200 professionals who are engaged in their
companies’ marketing activities. All employees were familiar with content
marketing. The survey was distributed in July 2014.
“Not sure” replies have been excluded & questions have been re-calculated throughout this report.

4. 4
Key Findings

5. 5
Content Marketing Works
Companies see the proven benefit of content marketing. It helps drive sales (88%),
grow customer referrals (83%), and build a customer base (75%).
• 74% of professionals state that content
marketing is the most effective channel for
improving customer engagement.
• Virtually all professionals believe content
marketing builds brand recognition (94%) and
loyalty (85%).
• The vast majority (87%) found content
marketing to be a cost effective solution.

6. 6
It’s Become a Critical Tool
Given the benefits, it is not surprising that professionals (94%) say it is critical
that content marketing be part of a company’s marketing program.
• The majority of companies (82%) include content
marketing as part of their initiatives.
• The number of companies incorporating content
marketing is rapidly increasing. 31% of companies
who do not use content marketing are considering
incorporating it in future programs.

7. 7
The Explosion of Content Marketing
Companies are dedicating an increasing number of resources to content
marketing initiatives.
• In 2014, 40% of companies report increasing their content
marketing spending. In addition, 50% of professionals say
they expect their companies’ budgets to continue to
expand in the next year. 43% anticipate that their content
marketing budgets to remain the same in 2015.
• Job opportunities for content marketers look very strong.
Over half of professionals believe job growth in content
marketing is imminent in 2014 and 2015. Furthermore,
40% state that their companies will be hiring content
marketers in the next year.

8. 8
While there is a growing need for content marketers, finding people with the
required skills is a challenge.
• 42% of companies state that they do not have the
skill sets to implement content marketing.
• 34% of professionals have a hard time hiring
individuals with content marketing expertise.
Lack of the Right Skills

9. 9
Education is a Priority
Given these challenges, 79% of professionals say learning content
marketing is a priority.
• 84% of professionals plan on learning more about content
marketing. Of those, 53% are interested in taking an online
course on the subject.
• 75% of professionals would find it helpful for their team
members to become more knowledgeable in content
marketing.

10. 10
Detailed Findings

11. 11
Content Marketing Works

12. 12
Content Marketing Supports Business Objectives
How helpful do you think content marketing is for supporting each of the following objectives
or initiatives?
Q:
Content marketing helps drive sales (88%), grow customer referrals (83%),
and build a customer base (75%).
88% Sales
83% Referrals 75% Conversion
Base: Qualified respondents (N=200)

13. 13
Achieves Marketing Goals
How helpful do you think content marketing is for supporting each of the following objectives
or initiatives?
Q:
94%
Brand
Recognition
85%
Loyalty
85%
Engagement
82%
Retention
82%
B2B
Relations Improves
Marketing
Initiatives
• Virtually all professionals
believe content marketing
solidifies brand recognition
(94%).
• The majority state that content
marketing helps drive
engagement (85%) and loyalty
(85%)
Content Marketing Helpfulness
Base: Qualified respondents (N=200)

14. 14
58%
67%
16%
20%
Most effective channel to
improve customer
engagement
Cost effectve solution
Agree Strongly agree
A Tools Worth Its Price Tag
How much do you agree or disagree with the following statements?Q:
Base: Qualified respondents (N=200)
87%
74%
• 87% of professionals state content marketing is a cost effective solution.
• 74% agree content marketing is the most effective channel for improving
customer engagement.

15. 15
Growth in Content Marketing Agencies
Next Trends in Content Marketing
What do you think will be the next trend in content marketing?Q:
Social media moving beyond just
"likes" and search history to getting
consumers involved in discussion and
using current events in their favor.
Real-time interfacing with product
development.
Immediate direct interaction with
product or service reps.
Mobile device usage will increasingly
incorporate location and personal
preference information
Geographic texting.
Real Time & More In-depth Two-Way
Communication
Mobile & Location Based Offerings
More content marketing agencies.
Base: Those who provided trends (n=49)

16. 16
It’s Become a Critical Tool

17. 17
55%
39%
4%
2%
Very important Important Somewhat important Not at all important
Importance of a Content Marketing Strategy
• 94% of professionals believe it is critical to include content marketing as part of a
company’s marketing program.
How important do you think it is for companies to include content marketing as part of their
marketing strategy?
Q:
Base: Qualified respondents (N=200)
94%
Importance of Content Marketing

18. 18
An Integral Part of Marketing Plans
Does your company include content marketing as part of its marketing strategy?Q:
82% 18%
Includes
Is your company considering incorporating content marketing as part of its marketing
strategy in the coming year?
Q:"
of the companies that
do not use content marketing are
considering integrating it into
their plan next year.
Base: Qualified respondents (N=200) Base: Do not incorporate content marketing (n=48)
• The majority of companies (82%) include content marketing as part of their marketing
initiatives.
• The number of companies incorporating content marketing is rapidly increasing. 31% of
companies that do not use content marketing today are considering integrating it as part
of their future programs.
Content Marketed Included in Marketing Strategy
31%

19. 19
Most Companies have an Internal Team
Who currently handles your content marketing initiatives?Q:
Base: Content marketing is part of the respondent’s marketing strategy (n=152)
• 93% of companies have an internal team that works on content marketing initiatives.
20% also use an outside agency for initiatives.
73%
Internal Team
7%
Outside
Agency
20%
Both
Internal &
External
Teams
Responsible for Content Marketing Initiatives

20. 20
We are a small business and don’t have
the internal department.
Two Key Reasons for Using an Outside Agency
Why do you use an outside agency to handle your content marketing initiatives?Q:
More Expertise
They can sometimes recognize
opportunities that we may not realize.
Expertise, awareness of trends,
technology.
Lack of Resources
We are too small to have full-time
inside employees.
We need the extra help.
• Not enough internal resources, as well as more skilled expertise in content
marketing are key reasons for seeking outside assistance.
Base: Use an outside agency (N=42)
Their expertise over our in-house
staff and the applied metrics they
supply us.

21. 21
Size Matters: Internal Content Marketing Team
Approximately how many people are on your internal team? [Analyzed by size of company]Q:
Base: Content marketing is part of the respondent’s marketing strategy (n=152)
NumberofEmployees
Size of Company (Employees)
• Once a company hits 500 plus employees, the size of the content marketing team
greatly increases.
0"
5"
10"
15"
20"
25"
30"
Under"10" 10,49" 50,99" 100,499" 500,999" 1000,4999" 5000"+"
Number of Employees in Internal Team
Mean: 9 Employees

22. 22
The Explosion of Content
Marketing

23. 23
Content Marketing Budgets are Growing
Over the past year, did your company's budget for content marketing change?Q:
40%
3%
57%
2014
Increase Decrease Stay the same
50%
7%
43%
2015
Increase Decrease Stay the same
• In 2014, 40% of companies are increasing their content marketing spending.
• 50% of professionals say they expect their budgets to continue to expand in the next year.
In the coming year, do you think your company's budget for content marketing will change?Q:
Base: Content marketing is part of the respondent’s marketing strategy (n=152)

24. 24
Content Marketing Jobs are in Demand
Do you think the number of jobs in content marketing has/will increased? (2014, 2015)Q:
! Over half of professionals believe job growth in content marketing is
imminent in 2014 and 2015.
! 30% state their companies will be hiring content marketers in the next year.
In the next 12 months, do you expect your company to hire content marketers?Q:
53%
59%
2014 2015
% that Believe the Number of Jobs in
Content Marketing Will Increase
40% of professionals say
their company is hiring content
marketers is the next year.
Base: Qualified respondents (N=200)
Base: Content marketing is part of its
company's marketing strategy (n=152)

25. 25
Lack of skilled
personnel
?

26. 26
Challenges in Implementing Content Marketing
2%
17%
20%
21%
34%
45%
58%
Other
Organization
Management buy in
Technology
capabilities
Skilled expertise
Time
Limited Budget
What are the main challenges your company faces when it comes to implementing content
marketing?
Q:
Base: Qualified respondents (N=200)
! 34% of professionals have a hard time hiring individuals with content
marketing skills.
Skilled Expertise
Challenges Implementing Content Marketing

27. 27
10%
32%
47%
11%
Strongly agree Agree Disagree Stronly disgree
Lack of Qualified Experience
How much do you agree or disagree with the following statements?[Skills to Implement
Content Marketing]
Q:
Base: Qualified respondents (N=200)
• 42% of companies do not have the expertise to implement content
marketing effectively.
Companies Lacking the Skills to Execute
Content Marketing
42%

28. 28
The Need for Content Marketing
Education
Content
Marketing
Guide

29. 29
24%
29%
28%
19%
Very interested Interested Somewhat
interested
Not at all
interested
High Interest in Online Courses
• 53% of professionals express interest in taking an online course about
content marketing.
How interested would you be in taking an online course about content marketing?Q:
Base: Qualified respondents (N=200)
53%
Interest in Online Content Marketing Courses

30. 30
Improve Team Members’ Skillsets
How helpful would it be for your team members to learn more about content marketing?Q:
Base: Qualified respondents (N=200)
75%
Helpful
17%
Somewhat
help
8%
Not at all
helpful
• 75% state it would be helpful for their team members to become more
knowledgeable about content marketing.HelpfulforTeamMemberstoLearn
MoreAboutContentMarketing

31. 31
Seeking Resources to Become More Educated
47%
on the
job
39%
articles
34%
conferences
34%
webinars
podcasts
23%
courses
taught
in-person
21%
books
ebooks
20%
blogs
19%
employee
training
12%
mentors
73% tried to
learn more about
content marketing
this year
3%
other
37%
online
courses
Base: Qualified respondents (N=200)
Which of the following educational resources or training have you used over the past 12 months
to learn more about content marketing?
Q:
• 73% of professionals have learned more about content marketing this year.
• 37% used online courses to improve their skillset.
Group learning Individual learning

32. 32
53%
58%
58%
22%
21%
26%
Need more time to learn
about content marketing
Learning about content
marketing is a priority
Plan on learning more
about content marketing
Agree Strongly agree
Prioritizing Education
How much do you agree or disagree with the following statements?Q:
Base: Qualified respondents (N=200)
• 84% of professionals plan on learning more about content marketing.
• 79% see learning content marketing skills as a priority.
84%
79%
75%

33. 33
A Variety of Resources are being Used
To the best of your knowledge, which of the following types of content has your organization used?Q:
Base: Qualified respondents (N=200)
*Shows responses
higher than 10% or
48%
Social media post
45%
Articles
29%
Interviews
28%
Original Photography
26%
Presentations (e,.g.
SlideShare)
24%
Ratings & reviews
23%
Research
21%
Guides
17%
Q&A content
16%
Mobile Apps
15%
Infographics
15%
Contests
13%
Storytelling
19%
Case studies
28%
Video
12%
Quiz
27%
Blogs
17%
Stock Photography
?
• Posting on social media (48%) and writing articles (45%) lead as the most popular
types of content organizations use.

34. 34
Facebook is the Most Used Social Media Tool
Q:
71% 47%
33%
42% 38%
23% 13% 11% 8%
8% 7% 4% 4% 3% 3%
Base: Qualified respondents (N=200)
Which of the following social media platforms does your company leverage?

35. 35
Respondent Profile

36. 36
Employment Status
Which of the following best describes your current employment status?Q:
64%
24%
12%
Employed full-time Self-employed Employed part-time
Base: Qualified respondents (N=200)

37. 37
Job Responsibilities
Are you involved in the following company initiatives?Q:
Base: Qualified respondents (N=200)
" Marketing 48%
" Communications 41%
" Business Development 39%
" Public Relations 38%
" Social Media 38%
" Advertising 33%
" Email Marketing 31%
" Web Content 30%
" Brand Management 28%
" Market Research 21%
" SEO 12%
" Media Production 12%

38. 38
Industry*
To the best of your knowledge, which of the following types of content has your
organization used?
Q:
Base: Qualified respondents (N=200)
12%
Education
11%
Insurance,
accounting, financial
services
9%
Retail, consumer
durables
7%
Manufacturing
7%
Construction,
machinery, homes
7%
Consulting
6%
Telecommunications,
technology, internet,
electronics
5%
Healthcare,
pharmaceuticals
5%
Nonprofit
4%
Advertising, marketing,
public relations
3%
Real Estate
2%
Automotive
2%
Hospitality
*10% Other

39. 39
32%
12%
6%
17%
8%
11%
15%
Under 10
employees
10-50
employees
51- 100
employees
101-500
employees
501-1,000
employees
1,001- 5,000
employees
Over 5,000
employees
Company size
Approximately, what is the size of your company?Q:
Base: Qualified respondents (N=200)