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The content marketing market size is estimated to grow at a CAGR of 16.37% between 2022 and 2027. The size of the market is forecast to increase by USD 584.02 billion. The growth of the market depends on several factors, including a rise in the number of users on social media, growing demand for digital magazines, and rising penetration of mobile computing devices.
This report extensively covers market segmentation by objective (lead generation, brand awareness, thought leadership, and others), platform (blogging, videos, infographics, case studies, and others), end-user (retail, automotive, financial services, telecom, and others), and geography (APAC, North America, Europe, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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The rise in the number of users on social media is notably driving the market growth, although factors such as the increased benefits of outdoor advertisement over content marketing may impede the market growth. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Key Content Marketing Market Driver
The rise in the number of users on social media is notably driving the content marketing market growth. Social media is becoming an essential part of the internet, and it is accessed by more than a billion people worldwide. In addition, the increase in the use of mobile devices and smartphones has driven the use of social media among users. The growing use of social media among consumers is encouraging enterprises to use this platform to approach their target audience. Enterprises are establishing their presence on different platforms, such as Facebook, and using them for purposes such as marketing. As the number of users continuously increases, enterprises are using social media platforms for content marketing, which helps them manage their large target audience more effectively.
Social media platforms allow individuals or organizations to advertise their websites on a larger scale than most other advertising media. Advertisers are able to build brand acquaintance among users by adding posts and updates on brand pages, which are shared among their networks. Regular updates enhance brand visibility, help acquire new customers, and increase familiarity among existing customers. Hence, such factors are expected to drive the growth of the global content marketing market during the forecast period.
Significant Content Marketing Market Trends
The use of live videos for content marketing is a major trend in the content marketing market. The growing use of the Internet across the globe, especially on mobile devices, is expected to make live videos one of the most powerful tools for content marketing. Enterprises can use live videos to build relationships and communicate their stories to customers, and for this, they can also use pre-recorded videos and text content. Furthermore, enterprises can create a two-way channel of communication with their audiences by broadcasting live. Through live broadcasts, they can also answer customer queries, give product demonstrations, host interviews with experts, and more. Live videos help enterprises to inject an authentic human element into their marketing strategy, which is not available in pre-recorded videos. Live videos create conversations that can support enterprises in providing customers with important information, and highlight partners, fans, employees, and new technologies.
A growing number of enterprises are using live videos due to their benefits of personal touch. For instance, Ultimate Fighting Championship, an American mixed martial arts promotion company, uses live videos to stream press conferences and live Q&A sessions with ring girls and fighters. Hence, the use of live videos for content marketing is estimated to drive the global content marketing market during the forecast period.
Major Content Marketing Market Challenge
Increased benefits of outdoor advertisement over content marketing is a major challenge impeding the content marketing market growth. Outdoor advertisements are a great platform to market products or businesses that are trying to reach a larger audience. They can reach a large number of audiences, such as busy businessmen and low-income consumers, which can be difficult to reach with content marketing. Moreover, outdoor advertisements can effectively get potential customers noticed, irrespective of whether they are students or families, without overspending. Therefore, it becomes easy for marketers of an enterprise to plan the campaign and target the desired audience.
One of the primary benefits of outdoor advertisements is that they are always in sight, unlike content marketing advertisements that are in sight momentarily and infrequently. Outdoor advertisements have exposure for 24 hours and are being set up to stay for a longer period, which increases the chances of it being noticed. In addition, outdoor advertisements are most cost-effective in reaching potential clients and customers; as a result, it enables a faster return on investment (ROI) than content marketing advertisements, thus driving the adoption of outdoor advertisements. Hence, the increased benefits of outdoor advertisements over content marketing will impact the demand for the latter during the forecast period.
Key Content Marketing Market Customer Landscape
The content marketing research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Global Content Marketing Market Customer Landscape
Vendors are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Upland Software - The company operates under multiple segments including subscription and support, and perpetual license with a high focus on ?subscription and support. The company's key offerings include content marketing services.
The global content marketing report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The market share growth by the lead generation segment will be significant during the forecast period. Lead generation is one of the primary objectives of implementing content marketing strategies. An enterprise's market depends on the content to attract its target audience and business prospects. Content marketing platform requires significant market research and creating appropriate media to generate leads, including landing pages and social media.
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The lead generation segment shows a gradual increase in the market share of USD 78.62 billion in 2017 and continued to grow until 2021. Content marketing for lead generation refers to the practice of publishing content on websites. This will help enterprises to attract qualified business leads. Content marketing will enable enterprises to move customers through the sales funnel and ensure that content becomes an important part of enterprise growth. Some of the effective content marketing strategies for lead generation are to offer free webinars and release independent research. Hence, the use of content marketing helps enterprises in efficient lead generation, and this will increase the demand for content marketing solutions among enterprises during the forecast period.
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APAC is estimated to contribute 38% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.
The demand for content marketing is expected to grow in APAC, primarily due to its increasing demand from sectors such as automotive, financial service, consumer electronics, and health and pharma. The automotive sector is prominent in countries such as China, India, and Japan. These countries are among the top global producers of vehicles. Furthermore, the availability of low-cost labor and resources in developing economies such as India, Indonesia, Bangladesh, and Vietnam has attracted several global automotive manufacturers to establish their manufacturing plants and assembly units in the region. Content marketing helps dealers and manufacturers in this region to increase their reach to new customers and enhance their brand /image.
In addition, this region's expenditure on health and pharma is estimated to register strong growth due to the increase in the geriatric population in countries such as Japan and China. The increase in the geriatric population will also drive the demand for medical devices such as MRIs. Content marketing will help enterprises in this industry to provide useful and engaging information to the people. It will also help with patient engagement, retention, and branding.
The growing popularity of social media in the region presents significant growth potential for content marketing. A large number of users in APAC access social media through mobile devices, which is the highest among all regions. These devices have increased the average time spent on social media exponentially. Owing to such factors the focused market is estimated to grow during the forecast period.
After the outbreak of COVID-19, the adoption of smartphone-based video and music streaming services witnessed a significant increase in APAC. The imposition of lockdowns in 2020 due to t COVID-19 and the associated closure of outdoor entertainment services propelled the demand for OTT platforms. People were constrained to stay in their respective places and were not able to move outdoors, which increased the time spent at home that eventually increased the usage of social media platforms. Hence, the global content marketing market is anticipated to grow during the forecast period owing to a shift in the usage of digital platforms for entertainment purposes.
The global content marketing report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
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Content Marketing Market Scope |
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Report Coverage |
Details |
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Page number |
203 |
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Base year |
2022 |
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Historic period |
2017-2021 |
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Forecast period |
2023-2027 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 16.37% |
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Market growth 2023-2027 |
USD 584.02 billion |
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Market structure |
Fragmented |
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YoY growth 2022-2023(%) |
15.25 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 38% |
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Key countries |
US, Canada, China, Japan, Germany, and UK |
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Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Adobe Inc., Brafton Inc., ClearVoice, Inc., Content Adjacent, Inc., Contently Inc., Contentoo B.V., CoSchedule LLC, Eucalypt LLC, Flyp Technologies Inc., Hootsuite Inc, HubSpot Inc., Influence and Co., Interact Media, IZEA Worldwide Inc., Rock Content, Seismic Software Inc., Skyword Inc., Sprinklr Inc., SugarCRM Inc., and Upland Software Inc. |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Objective
7 Market Segmentation by Platform
8 Market Segmentation by End-user
9 Customer Landscape
10 Geographic Landscape
11 Drivers, Challenges, and Trends
12 Vendor Landscape
13 Vendor Analysis
14 Appendix
Research Framework
Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
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