State of Content Marketing: Europe

By Tessa Wegert January 20th, 2016

Call it crazy, but Adidas went into the FIFA World Cup in Brazil with the singular, ambitious goal of dominating the event on social media. To do so, the brand would have to compete against dozens of sponsors, including heavy hitters like Coca-Cola, Sony, McDonald’s, and Hyundai.

But Adidas had an edge.

Not only was it producing the World Cup’s official match ball, but it was also busily creating an abundance of original content for its social feeds. The strategy ultimately led to 1.59 million campaign-related conversations and the title of most talked-about brand on Twitter during the global event.

“Adidas is one of the best examples of a brand creating good stories that people want to be a part of,” said Luca Della Dora, editorial director of Adidas’s social agency We Are Social in Milan. “Adidas engaged and entertained people by bringing its hero product, the World Cup ball, to life.”

Bringing their products to life is the ultimate goal for brands all over the world. In Europe, they’re succeeding more and more—thanks, in large part, to content marketing. About 71 percent of European marketers created more content in 2015 than they did the year prior. In Finland, 80 percent of marketers use original content to target their customers; in Denmark, that number rises to 86 percent.

While output levels are high, so, too, is quality. Brands are pushing the envelope by experimenting with new formats and finding fresh ways to leverage the tried-and-true tactics they’ve used in the past.

In this report, we’ll look at the latest European marketing trends and examine how top brands are consistently creating world-class content marketing campaigns.

We’ll start by looking at the many trends shaping European marketing, then look at some of the best content marketing in Europe, hear from some experts, and conclude on some must-read predictions.

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