The Marketing Institute and 256 Media conduct Ireland’s first content marketing survey

Content marketing is today’s fastest growing marketing discipline driven by Google’s preference for websites and brands that deliver fresh, relevant and authoritative content to their audiences. But little is really known about how Irish brands are practicing content marketing. 256 Media is about to change all that.

We have just launched Ireland’s first ever content marketing survey in partnership with The Marketing Institute of Ireland.

This is an initiative in which we are proud to have been a driving force. As content natives we are keenly aware that Ireland has thus far lacked any insight into the state of content marketing in Ireland.  The survey should reveal a treasure trove of insight into the ‘who, why, how and how much’ of content marketing in Ireland.

About content marketing

Defined simply, content marketing is the strategic creation and sharing of content assets to acquire and retain customers.

Understanding content marketing in Ireland

International research suggests that content is commanding up to 31% of marketing budget. However, on the ground information for this discipline in Ireland is non-existent.

The 256 Media and The Marketing Institute of Ireland survey will offer real insight into what is happening in this vital space and benchmark Ireland against international norms.

The survey aims to get answers to questions such as: who is using content marketing? For what purpose?  How much budget is it commanding? How is it being resourced? Is it effective? What are the key challenges in creating and implementing a content marketing strategy? Is it skewed towards B2B or B2C?

We have specifically compiled the survey so we can compare Irish practice with that in the USA, UK and Australia. This will help us benchmark how Irish marketing professionals are using content marketing against global leaders in the discipline.

Win a mini-break at The Cliff House, Ardmore

The survey takes only 5 – 7 minutes to complete and all answers are confidential. If you participate, you will have access to the results and you could be in with a chance to weekend mini break in the Cliff House Hotel Ardmore.

You can be one of those who shape content marketing in Irelandtake the content marketing survey

256 Media and The Marketing Institute

We have also been blogging for the Marketing Institute website. Check out our recent post on Content Marketing Strategy – Lessons from the Early Adopters

Added on the 28/10/15: Go here for the full results!

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About Adrian O'Farrell

Adrian O’Farrell is Head of Client Services for 256, Ireland’s first dedicated content marketing agency. He has worked in marketing for over twenty years, having had his own award-winning marketing agency. He has worked in advertising in both agency, media owner and client side. He is a former Chairman of the Association of Promotional Marketing Consultants.