Canada Content Marketing 2019

Content’s the Catalyst for Digital Marketers

About This Report
An expanding array of formats and distribution channels is making content the catalyst for customer engagement.
Table of Contents

Executive Summary

Content marketing tops the list of marketer priorities, a new reality driven by emerging digital formats that increase customer engagement. For brands, becoming a “publisher” of compelling content is a strategic decision that factors in what content captures the most attention and what channels are proving most effective in amplifying content.

How important is content in digital marketing campaigns?

Content marketing leads most marketer surveys when they are asked to prioritize budget items. What was once a line item aimed mostly at the production of content has evolved to include substantial budget for content amplification and discovery.

What formats are instrumental in content marketing plans?

Top performing assets for content marketers include video, blogs and sponsored content delivered through native ad formats. Emerging formats like podcasts and influence posts—ideal for smartphone engagement—have expanded the array of options for brands.

What channels are particularly effective for discovery of branded content?

The usual suspects reign supreme when ranking the go-to channels for content housing and paid promotion—YouTube and Instagram. Finding the right blend of paid vs. earned media reach depends on the demographic vagaries of audiences and marketer objectives for the content.

WHAT’S IN THIS REPORT? This report quantifies the impact of digital content on brand campaigns in Canada, while highlighting the top formats and channels for content and its distribution.

KEY STAT: According to an Izea survey, 55% of brands and agencies in Canada ran a content marketing campaign in the last year, more than any other digital marketing discipline listed.

Here’s what’s in the full report


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10expert perspectives

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Table of Contents

  1. Executive Summary
  2. The Primacy of Content
  3. Branded Content Channels: How to Amplify?
  1. Tried, True and Emerging Formats
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Byron Ells
Walmart Canada
Head of Digital Marketing, Customer Data and Ad Product
Interviewed June 19, 2019
Lucia Mariani
Feast Interactive
Chief Strategy Officer
Interviewed July 19, 2019
Madeleine Lambert
Content Refined
Co-Founder, CEO
Interviewed July 13, 2019
Steve Pratt
Pacific Content
Interviewed June 5, 2019
Todd Rich
York University
Program Manager, Continuing Studies
Interviewed July 4, 2019
Brooke Robinson
Peersway Nano Influencers
Managing Partner
Interviewed April 16, 2019
Meg Sintzel
Accenture Canada
Director, Communications and Marketing
Interviewed June 16, 2019
Ron Tite
Founder, CEO
Interviewed June 5, 2019
Jerrid Grimm
Interviewed June 12, 2019
Jordan Heath-Rawlings
Frequency Podcast Network
Director, Digital Radio and Podcasts
Interviewed June 18, 2019

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Paul Briggs


Angela Kim
Senior Researcher