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Firms in Brazil Embrace Content Marketing

Nearly seven in 10 professionals plan to up content marketing spending

July 24, 2015 | Advertising & Marketing

Content marketing has reached a majority of firms in a range of industries in Brazil, according to research from Rock Content conducted in June 2015. More than two-thirds of ecommerce firms, nearly seven in 10 manufacturers, and eight in 10 marketing companies were using the technique.

Metrics Used to Measure Content Marketing Success According to Professionals in Brazil, June 2015 (% of respondents)

As is common in many markets, content marketing still takes up a small portion of marketing budgets in Brazil. A majority of respondents told Rock Content they were spending less than a quarter of their budget doing content. But that may be set to change: 69% reported planned increases in content marketing spending over the next 12 months.

Most practitioners are creating just a few pieces of content each month, though a solid share are more prolific. As many as 16% of respondents said they created more than 20 pieces of content each month for marketing purposes. Facebook is the top distribution channel for content marketing pieces and has a solid lead over second-place blogs, at 95% vs. 61%. Fewer than half of respondents were using Twitter to distribute content marketing.

Respondents to the survey indicated they were looking at hard, quantitative metrics for success, with site traffic and sales their main priorities.

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