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Denmark's Content Marketers Find Video—Not Social—Most Effective

Business professionals use content for brand awareness, increasing customer base and loyalty

Finland isn’t the only Nordic country where content marketing has taken off: A May 2014 study by Brand Movers in conjunction with Huset Markedsføring found that marketers in Denmark were upping content efforts as well. Fully 86% of business professionals in the country said they were using content marketing, compared with 81% the year before.

Among those executing content marketing, the three most-used formats had remained the same since 2013: social media, excluding blogs (83%); digital newsletters (77%); and articles on their companies’ websites (72%). However, social media passed digital newsletters in usage between 2013 and 2014 to take the top spot.

Results indicated that usage and effectiveness didn’t always go hand in hand. Videos, used by 64% of respondents, were the most effective content marketing tactic, with 86% saying so. While digital newsletters and social media ranked second and third, website articles on respondents’ firms’ sites were far less effective (61%). Large percentages of the small groups using mobile content and apps—just 23% and 26%, respectively—found both to effective. This makes sense given that consumers are becoming more mobile by the minute—eMarketer estimates 87.5% of Denmark’s residents will use a mobile phone this year, and 70.0% of that group will use a smartphone.

Brand Movers and Huset Markedsføring found that brand awareness was the top goal of content marketing, cited by 24%, while increasing customer base and loyalty ranked second and third. Those using content were far less interested in nurturing or managing leads—though they showed a slightly greater interest in actually generating those leads and creating sales.

Business professionals in Denmark were most likely to spend between 10% and 24% of their budgets on content marketing (26% of respondents), and just 4% said they spent 0%. But results also indicated that some may not be as informed about their firms’ content efforts as they should: 24% didn’t know how much of their marketing budgets went toward content.

Fully 43.8% of business professionals in the country planned to increase content marketing investments in the next 12 months; 33.2% said they would remain the same, and 21.2% weren’t sure. Just 1.9% intended to decrease content spending.

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