Insights on Marketing & Technology

Content Marketing is gaining speed

Danish companies are increasingly getting the taste for content marketing. According to recent research from the content agency Brand Movers nearly one third of the Danish marketing budgets are spend on content marketing, and the number is increasing over the next 12 months.

  • By: Jesper Laursen
  • Published: 06-01-2014

Traditionally the Danish marketing industry is following behind its UK and US colleagues within most disciplines. Content marketing is no exception though the Danish industry is picking up serious speed. According to a recent study that we at Brand Movers has conducted in cooperation with Huset Markedsføring 81 percent of the Danish companies have dived into the art of producing and sharing relevant, valuable and engaging content.

The number seems impressive, but according to comparable studies from US-based Content Marketing Institute 94 percent of UK companies are using various content marketing tactics while it goes for 91 percent of American B2B companies and 86 percent of the B2C companies.
Almost 200 Danish marketing professionals participated in the survey in July and August 2013 and they revealed that the difference between B2B and B2C also exists in Denmark but it is next to nothing with 82 and 80 percent respectively.

As for the total spend on content marketing, however, the Danes are not too far behind the Britons with almost one in three DKK (31 percent) being allocated to content marketing. This is a significant share and substantially above the overall spend in the UK (27 percent) and Australia (25 percent). Digging a little deeper it shows a big gap between B2B and B2C with a spend of 37 percent and 22 percent respectively.
Though content marketing is already accounting for quite a share of the overall marketing budgets the companies are planning on going further. According to our findings more than half (51 percent) of the Danish companies are increasing the spend on content marketing in the next 12 months while only 2 percent are cutting down.

Figure 1. Content marketing budgets

How large a share of the total marketing budget are the Danish companies planning to allocate to content marketing over the next 12 months?
A lesser share 2 %
An equal share 35 %
A larger share 51 %
Don’t know 12 %

So why is it growing? It might seem odd that content marketing is growing so massively. After all, we are talking about a discipline that has been around for more than 100 years with John Deere’s farming magazine, The Furrow, from 1895 being one of the oldest examples.

The short answer is: The Internet with all the new channels and the change in consumer behaviour it has brought about.
First and foremost the web has shifted the power balance from the corporations to the consumers. It used to be the advertisers exclusive privilege to communicate and decide the flow of information. Today the consumers themselves decide how, when, about what and from whom they want to receive information. The single consumer has a total different and much more extended access to information which empowers them to make much more enlightened buying decisions than previous.
According to Google ( the consumers consult more than 10 different sources of information before they decide what to buy. They ask friends on Facebook, read reviews on Trustpilot, watch Youtube-videos and google their way to the answers they need. This means that 60-70 percent of the buying decision (depending on which research you read) is already made at the point in time where they get in contact with a sales person.

If a company wants to be one of those sources they have to deliver that relevant and valuable information that the consumers are after and that means making content with more value than a 30 second tv spot, saying nothing more than “Hey, we too have a product that we would love you to buy and you will become so much more beautiful / popular / happy if you do”. The receiver needs to be at the center of the communication - not the sender!

A slightly more positive company take on this is that the web represents some fantastic opportunities. While companies used to be forced to pay the traditional media companies vast sums to access their audience today they are able to build their own audiences with whom they can communicate as often as they want - for free. The channels are numerous and covers things like newsletters, web-tv, blogs and websites.

Traffic and sharing of content counts
Increased brand awareness is according to our research the primary goal for most companies (20 percent) while customer acquisition (14 percent), engagement (13 percent) and customer loyalty (13 percent) follows.

That the branding part is so important for Danish companies fits well with...
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Lisa Dalum likes this.

ProActive, Communications Manager, Glenn Müller writes:

Det er en interessant og velskrevet artikel, tak!


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