内容行销市场：市场占有率分析、产业趋势/统计、成长预测，2024-2029

今年内容行销市场规模预计为2630.9亿美元。

预计未来五年将达5,234.5亿美元，预测期内复合年增长率为14.75%。

主要亮点

• 推动内容行销需求成长的主要趋势之一是数位转型。随着公司将业务重点从传统管道转向行销策略和客户参与工作等数位平台，内容行销已成为有效连接和吸引网路用户的重要工具。
• 公司在网路上的存在需要增强客户参与度，并使行销策略与不断变化的消费行为保持一致，这正在推动所研究市场的需求。随着企业越来越依赖数位管道，内容行销对于企业与受众建立联繫、互动并将其转化为潜在客户变得至关重要。
• 然而，由于缺乏能够从源头进行资料分析的内容行销系统技能，市场受到阻碍。选择正确的内容广告策略来满足消费者需求是一项艰鉅的任务，需要足够的创造力和技术技能才能产生影响。
• 人工智慧驱动的自动化为负责人提供了竞争优势，使他们能够将时间花在行销策略上，而不是重复和冗余的任务上。因此，基于人工智慧的内容行销解决方案的市场开拓预计将为内容行销厂商带来机会，以满足未来几年企业不断变化的需求。例如，2023 年 7 月，创新的生成式 AI 平台 SpeedyBrand 筹集了主导Y Combinator 和 GV（Google Ventures）领资金筹措的 250 万美元资金。本轮融资将用于进一步开发和扩展专为中小企业（SME）设计的人工智慧SEO内容行销平台，并专注于中小企业市场。
• COVID-19 大流行对内容行销产生了重大影响，重塑了世界各地企业的策略和优先事项。流行病封锁和社交疏远措施迫使人们花更多时间上网。因此，越来越多的人转向数位消费，为品牌透过不同的内容格式与受众互动提供了新的机会，从而增加了对内容行销软体和服务的需求。
• 企业正在认识到在不断变化的消费市场中有效的数位沟通、线上参与和调整行销策略的重要性。这次疫情加速了向数位管道的转变，同时强化了内容行销作为在关键时刻确保品牌相关性的重要工具的价值。

内容行销市场趋势

数位管道的兴起推动市场成长

• 随着消费者在网路上花费的时间越来越多，企业必须建立强大的网路形像以有效地接触目标受众。因此，越来越多地引入内容行销解决方案和服务，以在各种数位平台上创建和分发所需的内容。
• 数位管道支援多种内容格式，包括部落格、资讯图表、案例研究和影片，使企业能够满足不同的内容消费偏好。此外，它还可以帮助您根据人口统计、兴趣和行为来定位受众。为了满足各种数位管道的广泛目标受众的需求，企业利用内容行销解决方案变得非常重要。内容行销解决方案可能在未来几年进一步成长。
• 数位管道的兴起创造了一个企业需要透过网路与目标受众建立联繫的环境。这种需求可以透过内容行销来满足，内容行销提供高品质、引人入胜的内容，并提高网路影响力、品牌知名度和客户参与。因此，随着公司越来越依赖将内容行销整合到其数位策略中，对内容行销的需求也在增加。

北美占最大市场占有率

• 较早采用内容行销策略，加上完善的市场生态系统，使得该地区占据了最高的市场份额。北美企业处于数位转型的最前沿，并认识到线上参与和品牌知名度的重要性。随着内容行销成为公司数位策略的重要参数，该地区的采用率正在增加。
• 此外，该地区还有许多行销机构为企业提供内容行销服务。此外，专业知识的可用性进一步促进了北美地区的市场成长。根据美国人口普查局的数据，2021 年美国广告公司的总收入约为 570 亿美元，比 2020 年增加了 62.4 亿美元，2020 年因 COVID-19 大流行而收入下降。
• 随着该地区内容行销需求的不断增长，企业纷纷进入该市场，计划推出基于新技术的内容行销平台和服务。例如，2022 年 9 月，总部位于德拉瓦的 Pepper Content Inc. 宣布，为行销人员推出了基于 ChatGPT 的突破性人工智慧内容创建和创意工具，以引领下一阶段的内容行销。

内容行销产业概述

内容行销市场较为分散，许多主要企业进入该市场，包括 Adob​​e Inc.、HubSpot Inc. 和 Contently Inc.。为了保持市场竞争力并占据较大的市场占有率，市场参与者正在采取合併、收购、联盟和产品发布等策略性倡议。

其他福利

• Excel 格式的市场预测 (ME) 表
• 3 个月分析师支持

目录

第一章简介

• 研究假设和市场定义
• 调查范围

第二章调查方法

第三章执行摘要

第四章市场洞察

• 市场概况
• 产业价值链分析
• 波特五力分析
  • 供应商的议价能力
  • 买家/消费者的议价能力
  • 新进入者的威胁
  • 替代品的威胁
  • 竞争公司之间敌对关係的强度
• COVID-19 市场影响评估

第五章市场动态

• 市场驱动因素
  • 数位管道的兴起
  • 对需求产生和个人化行销策略的需求不断增加
• 市场抑制因素
  • 缺乏具备管理内容行销活动技能的关键人才

第六章市场区隔

• 按成分
  • 软体
  • 服务
• 按平台
  • 部落格
  • 影片
  • 资讯图
  • 案例研究
  • 其他的
• 按最终用户产业
  • 零售
  • BFSI
  • 媒体娱乐
  • 通讯
  • 其他的
• 按地区
  • 北美洲
  • 欧洲
  • 亚太地区
  • 拉丁美洲
  • 中东/非洲

第七章 竞争形势

• 公司简介
  • Adobe Inc.
  • Contently Inc.
  • HubSpot Inc.
  • Brafton Inc.
  • Contentoo BV
  • Hootsuite Inc.
  • Seismic Software Inc.
  • Upland Software, Inc.
  • Influence and Co.
  • Curata, Inc.

第八章投资分析

第九章 市场未来展望

The content marketing market size is estimated at USD 263.09 billion in the current year. It is expected to reach USD 523.45 billion in the next five years, registering a CAGR of 14.75% during the forecast period.

Key Highlights

• One key trend that is propelling the growth in content marketing demand is digital transformation. Content marketing has become a vital tool to efficiently connect with and engage internet users as enterprises shift their business focus from traditional channels into digital platforms, such as marketing strategies and client involvement efforts.
• Demand for the market studied is driven by the necessity of a business' presence on the Internet to enhance customer involvement and align marketing strategies with changing consumer behavior. Content marketing has become essential for businesses to connect, engage, and convert their audiences into potential customers as they increasingly rely on digital channels.
• The market is being hampered by a lack of skills regarding content marketing systems that enable the analysis of data from sources. It is a difficult task to choose the right content advertising strategy for meeting consumer demand, which requires creativity and technical skills that are sufficient in order to bring about an impact; this will also impede the growth of the market.
• AI-powered automation gives marketers a competitive advantage, allowing them to spend more time on marketing strategy rather than repetitive and redundant tasks. Thus, the development of AI-based content marketing solutions is expected to present opportunities for content marketing vendors in the coming years to cater to businesses' evolving needs. For instance, in July 2023, SpeedyBrand, an innovative Generative AI platform, raised USD 2.5 million in funding led by Y Combinator and GV (Google Ventures). The funds will be used to further develop and expand an AI-powered SEO content marketing platform designed for small and medium-sized enterprises (SMEs), focusing on the SME market.
• The COVID-19 pandemic has significantly impacted content marketing, reshaping strategies and priorities for businesses globally. People have had to spend more time online due to the pandemic lockdown and social distancing measures. Thus, more people switched to digital consumption, opening up new opportunities for brands to interact with their audiences through different content formats, which increased the need for content marketing software and services.
• The importance of effective digital communications, online engagement, and adaptation of marketing strategies in an evolving consumer market has also been recognized by businesses. The pandemic made the shift to digital channels more rapid while reinforcing the value of content marketing as an essential tool for ensuring brand relevance during a critical time.

Content Marketing Market Trends

Rise of Digital Channels to Drive Market Growth

• As consumers are spending more time online, it becomes essential for businesses to establish a robust online presence to reach their target audience effectively. This leads to increasing adoption of content marketing solutions and services to create and distribute necessary content across various digital platforms by businesses.
• Digital channels support various content formats such as blogging, infographics, case studies, videos, and others, enabling businesses to cater to diverse content consumption preferences. Further, it helps target audiences based on demographics, interests, and behavior. To cater to a broad range of target audiences on different digital channels, the need for businesses to use content marketing solutions becomes important. It is likely to grow in the coming years.
• The rise of digital channels creates an environment where business needs to connect with their target audience on the Internet. This demand will be met through content marketing, which delivers high-quality and engaging content to enhance the presence on the Internet, brand recognition, and customer engagement. Thus, demand for content marketing is rising as companies become increasingly dependent on the integration of content marketing in their digital strategies.
• According to a survey conducted by Semrush, the online visibility management and content marketing SaaS platform provider, in 2022, 58% of responding marketing professionals said they used social media posting tools to leverage their content marketing efforts, while 30% said they utilized a content management system (CMS) for the same purpose.

North America Holds Largest Market Share

• The early adoption of content marketing strategies combined with a well-established market ecosystem positions the region to hold the leading market share. North American businesses have been at the forefront of digital transformation, recognizing the importance of online engagement and brand visibility. As content marketing becomes an essential parameter of digital strategies for businesses, it has resulted in a higher regional adoption rate.
• In addition, the region has a thriving number of marketing agency landscapes that offer businesses content marketing services. Also, the availability of professional expertise is further contributing to the growth of the market in the North American region. According to the U.S. Census Bureau, advertising agencies in the United States generated a total revenue of around USD 57 billion in 2021, an increase of USD 6.24 billion compared to 2020, when U.S. agencies recorded a decline in revenue amidst the COVID-19 pandemic.
• In a November 2022 survey conducted by Parse.ly, one of the leading content analytics platforms for professionals working in Content Marketing, 18% said they were using social media posts as part of their marketing strategy; 13% claimed to have used videos, 7% cited infographics, and 6% relied on case studies. This shows the use of social media posts and video platforms for content marketing is increasingly being adopted.
• With growing demand for content marketing in the region, the companies are entering the market with plans to launch content marketing platforms and services based on new technologies. For instance, in September 2022, Delaware-based Pepper Content Inc. launched a revolutionary AI content creation and ideation tool for marketers built on top of ChatGPT to lead in the next phase of content marketing.

Content Marketing Industry Overview

The content marketing market is fragmented, with a large number of key players operating in the market, including Adobe Inc., HubSpot Inc., Contently Inc., and several others. The players operating in the market are undergoing strategic initiatives such as mergers, acquisitions, partnerships, product launches, and others to remain competitive in the market and constitute significant market share.

• November 2022 - UberStrategist, a North American public relations and full-service marketing agency that serves global video game, entertainment, and technology clients, acquired the Raleigh-based content marketing agency VirTasktic.
• February 2022 - GroupM launched the Australian INCA, a purpose-built AI-powered, brand-safe, influencer and content marketing platform. Intuitive data-driven planning, a network of creators, workflow management, content amplification, analytics, and optimization capabilities are the core of INCA's platform. INCA is part of GroupM's portfolio of tech-driven specialty media products that includes addressable TV and addressable content, programmatic, social, and search expertise.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

• 4.1 Market Overview
• 4.2 Industry Value Chain Analysis
• 4.3 Porters Five Forces Analysis
  • 4.3.1 Bargaining Power of Suppliers
  • 4.3.2 Bargaining Power of Buyers/Consumers
  • 4.3.3 Threat of New Entrants
  • 4.3.4 Threat of Substitute Products
  • 4.3.5 Intensity of Competitive Rivalry
• 4.4 Assessment of Impact of COVID-19 on Market

5 MARKET DYNAMICS

• 5.1 Market Driver
  • 5.1.1 Rise of Digital Channels
  • 5.1.2 Growing Need for Demand Generation and Personalized Marketing Strategy
• 5.2 Market Restraint
  • 5.2.1 Lack of Key Personnel with Skills to Manage Content Marketing Activities

6 MARKET SEGMENTATION

• 6.1 By Component
  • 6.1.1 Software
  • 6.1.2 Service
• 6.2 By Platform
  • 6.2.1 Blogging
  • 6.2.2 Videos
  • 6.2.3 Infographics
  • 6.2.4 Case Studies
  • 6.2.5 Others
• 6.3 By End-user Industry
  • 6.3.1 Retail
  • 6.3.2 BFSI
  • 6.3.3 Media and Entertainment
  • 6.3.4 Telecom
  • 6.3.5 Other End-user Industries
• 6.4 By Geography
  • 6.4.1 North America
  • 6.4.2 Europe
  • 6.4.3 Asia Pacific
  • 6.4.4 Latin America
  • 6.4.5 Middle East and Africa

7 COMPETITIVE LANDSCAPE

• 7.1 Company Profiles
  • 7.1.1 Adobe Inc.
  • 7.1.2 Contently Inc.
  • 7.1.3 HubSpot Inc.
  • 7.1.4 Brafton Inc.
  • 7.1.5 Contentoo B.V.
  • 7.1.6 Hootsuite Inc.
  • 7.1.7 Seismic Software Inc.
  • 7.1.8 Upland Software, Inc.
  • 7.1.9 Influence and Co.
  • 7.1.10 Curata, Inc.

8 INVESTMENT ANALYSIS

9 FUTURE OUTLOOK OF THE MARKET