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ECCO Spain | Canela PR : Content marketing goes way beyond having a blog and social media profiles


More and more Spanish companies are investing time and resources in content marketing. However, most lack a defined strategy and do not invest in any added value and quality content. This is what makes it difficult to attract users.

Now that we are reaching the end of the year, it is time to go into depth in the last of the five PR tendencies that we predicted for the 2016 in this post in Etcetera, Canela´s blog: the maturity of content marketing in Spain. So, where are we exactly with this?

It is undeniable that more and more Spanish companies are counting on contents as a way of attracting its target clients and making them interested in the brand, products and services. According to the Adigital report, 88% of the Spanish companies have a webpage, 58% a blog and 85% has social media profiles. Additionally, 58% invests in SEO positioning.




Digital communications services used by the Spanish companies (Source: Adigital)


Also, the interest in commercial tools that take advantage of the traffic generated by this content, such as the famous inbound marketing solution HubSpot has increased as well. Although sometimes inbound marketing is mixed up with content marketing, they must not be confused: content marketing uses content to get qualified traffic to a company´s website, inbound marketing goes one step further and converts these visits in sales. This is achieved by integrated tools that manage, from only one platform, web presence, blogs, landing pages, downloads, SEO, social media, e-mail campaigns, etc. No wonder the interest in inbound marketing has increased so much in recent months… Because an integrated solution like this is a dream for any Director of Marketing.


In 2016, queries about inbound marketing in Spain have increased more than the ones regarding content marketing (Source: Google Trends)


However, content marketing is more than just having a web and a blog or being on social media. Behind all of these, there should be a strategy, goals and some measurement tools that verify that the content published is of interest to the target audience. And this is exactly where content marketing needs to be improved in Spain.


Why is content marketing failing in Spain?

In the first place, according to the “The state of the content in Spain 2015” report, just 45% of Spanish companies has a defined content strategy that is implemented. Still, the other 35% claim to have some kind of strategy, but no official document that defines it; and 9% of companies share content without any strategy.


Spanish companies that put into practice content marketing are focused mostly on blogs, social media, websites and newsletters


In accordance with the same study, the main objectives of the Spanish companies who put into practice content marketing are to improve brand´s reputation, online visibility, loyalty, traffic and positioning. With this aim, the most used contents are webpages, blogs, social media, newsletters while content with a higher added value such as infographics, ebooks, videos, magazines are used less.

And finally, 41% of the Spanish companies don´t measure the results achieved by content marketing tactics. So, how can they know whether they are managing to achieve the desired goals without an adequate measurement processes in place? The companies that do measure results are mostly focused on sales, web traffic and achieved contacts. Even more distressing is the fact that 35% of the surveyed companies doesn´t put a penny of its budget towards content marketing. With these shortages, no wonder just 37% of the companies are pleased with their content marketing results.


Aspects to be improved in the content marketing in Spain

The figures above seem to confirm that Spanish companies are aware of the importance of content marketing, but they keep avoiding investing in the quality content and tend to opt for options that offer a quick and visible return on investment although not as efficient nor much different from what the competition is doing. This reduces the efficiency of content marketing and, even more worryingly, it prevents the evolution of this discipline which more advanced markets are experiencing.

For example, Forbes magazine points out the following tendencies for the content marketing:

1. Social media is losing relevance for the content marketing. The strategy of these platforms is to give preference to paid traffic versus organic, so brands should look for new channels to promote their content.

2. Video, podcasts and other multimedia content is increasing and the interest for webpages, blogs, e-books and infographics is decreasing. The creation of attractive multimedia content requires more ambitious strategies and bigger investments.

3. Posting more content doesn´t automatically increase the impact. The figures demonstrate this: 75% of publications on the Internet don´t get any comments or shares, according to Buzzsumo. Some brands such as Intel have opted for reducing by half the articles they post on their blog to achieve greater impact.

4. The content generated by the users gains importance, but still less than 20% of Spanish brands involve users in the content they elaborate ( forums, wikis, contests, surveys, collaborative initiatives such as Spain in a Day, etc.).

5. The personalization and the segmentation are necessary to reach the audience. The same content for everyone is no longer enough: it is necessary to offer options for the users to choose what specific contents they´d like to consume, when and how.


In conclusion, the maturity of content marketing in Spain does not depend on whether more companies start to put in into practice (in one way or another, the vast majority already use different types of content), nor if they increase the quantity or frequency of their publications. It is the matter of quality: it is necessary to invest more to generate better contents, interesting and add value for users; leveraging audiovisual and interactive formats; and add personalizising options. Post a blog, be active on social media or offer to download an infographic is no longer sufficient to attract users and get them to interact with the brand. More ambitious strategies, objectives and contents are needed before we can say that content marketing has achieved its maturity in Spain.


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