Earlier this autumn, Spoon released the results from the first Nordic content marketing study. It has been shared and discussed in social media, ...

3 Nordic marketing managers on the development of content marketing

Earlier this autumn, Spoon released the results from the first Nordic content marketing study. It has been shared and discussed in social media, by both experts and practitioners. In this week’s article, we gather a few responses from three Nordic marketing managers. 

76% of Nordic companies work with content marketing, Spoon’s latest survey reveals. Half of the marketers taking part of the study say they are successful at content marketing.

“Successful content marketing requires continuity, agility and courage. It is also important that the whole organisation commits to the chosen content strategy,” says Wärtsilä’s Communications Director Atte Palomäki.

”Time is the biggest shortcoming for many marketers”

The survey also reveals certain areas of improvement. For example, one third of Nordic marketers don’t measure the effects of their content marketing efforts on a regular basis.

”I think we marketing managers can feel overwhelmed by all the possible metrics, and that you don’t know where to start. And therefore they never start”, says Emelie Persson, Marketing Manager at Trademax.

”Especially not today when time is the biggest shortcoming for many marketers. But following up on your content marketing doesn’t have to take longer than ’traditional’ marketing. It’s rather the opposite.”

“Today, it’s easier than ever to measure your efforts, only as long as you know what to look at. That’s why I think that every marketing manager must look at their own organisation and at which KPIs that are most important and relevant. Is it sales, brand awareness or shares? Or is it perhaps leads generation, traffic or new subscribers? Whatever it is, figure it out and get going, marketing managers!”
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”It feels good to finally have Nordic figures to look at”

There are a number of American studies about content marketing, and some European, but unfortunately we haven’t had any comparable Nordic surveys to compare them with.

Now we can see that Nordic marketers are overall better at documententing their strategy compared with their American colleagues.

”It feels good to finally have Nordic numbers to look at”, says Björn Owen Glad, Nordic Marketing Manager at Spoon. A documented strategy is key to success and an important first step for many organisations that want to succeed at content marketing.”

The study shows that all Nordic countries want to increase their content marketing efforts within the next twelve months.

”It’s proof that content marketing works for those companies that are willing to invest,” says Björn Owen Glad.

In summary

To succeed at content marketing, it’s vital that the whole organisation is on board. Content marketing is not a campaign, but a brave commitment, a way of working that forms a certain kind of work culture. And in that culture consistent learning and development become a natural part of everyday life.