Content Marketing Forum Base Study

The market for content marketing in Germany, Austria and Switzerland reached a volume of 9.4 billion euros in 2020. An end to this growth was not in sight – if it hadn’t been for the Corona crisis.

Investments in content marketing in the three German-speaking countries have increased by 17 percent since the last Content Marketing Base Study in 2018, and have thus doubled since 2012. A further ten percent increase in investment was expected annually over the next three years. At least that was the mood in the market before the beginning of the Corona crisis. The study data was collected in February this year by Professor Clemens Koob and his market research institute Scion in Munich. For the most important results, see the four attached charts: the growth of content marketing activities in Germany, Austria and Switzerland; the distribution of investments between digital media and print; and the importance of content marketing in the entire customer journey today.

How much will be left after the Corona crisis? Clemens Koob, head of the study, presents three scenarios: “In the upper scenario, at nine billion euros, the volume almost reaches the level predicted without Corona, in the lower scenario, investments could be reduced by more than 40 percent.

This year’s study by the transnational professioanl association Content Marketing Forum provides insight into the relevant developments and trends in content marketing, including the largest growth area currently, namely employee communication.

The study can be purchased through the Content Marketing Forums office. (Contact our Managing Director, Regina Karnapp: regina.karnapp@content-marketing-forum.com)

It will further serve as the basis for an international survey to be launched this year, which Professor Clemens Koob will conduct on behalf of the International Content Marketing Forum ICMF.

Viviane Egli, Managing Director Primafila Content Marketing