Content marketing is key for Swiss companies. Sixty-six percent of the companies surveyed actively use content marketing, while most companies not yet engaged in content marketing have plans to introduce it. This is also reflected in expenditure, with companies investing almost 40 percent of their total budget in content marketing measures. "We are seeing an increasing professionalization of content marketing, which means, for example, clearly defined strategies, target group analyses, and the use of content management tools for the planning, creation, and distribution of content," explains Nadine Stahl, who is responsible for the ZHAW study. 

Larger companies, in particular, increasingly employ AI in their content processes. AI is primarily used in automated text creation, content optimization, and analyses to measure success. AI-supported tools for personalizing content and automated content distribution are also becoming increasingly important – companies with AI experience in content marketing report greater efficiency and improved targeting. At the same time, a lack of specialist knowledge, inadequate internal structures, and uncertainty regarding the quality and credibility of AI-generated content are slowing down its widespread adaptation. "Our study provides insights into the use of AI in content marketing for the first time. We have noticed that the influence of AI on creativity and authenticity is the subject of controversial debate. While some companies see AI as a supportive tool that complements human creativity, others see risks in too much automation," says ZHAW researcher Nadine Stahl. However, many companies expect AI to play a key role in content marketing in the coming years despite these challenges. 

Companies mainly use data to understand the behavior and interests of their target groups better and to analyze the effectiveness of content formats. Nevertheless, many are not yet exploiting the full capabilities of their data. "There is potential for development, particularly in the area of data-based optimization and personalization of content," says Nadine Stahl. 

Social media posts and articles on corporate websites are the most frequent creations. Although podcasts, white papers, or best-practice studies are considered particularly effective by those surveyed, these are time-consuming to produce. The choice of distribution channels is increasingly target-group-specific, with the company website and social media channels – especially LinkedIn and Instagram –seen as relevant. "It is interesting to note that companies functioning in a data-driven way invest much more specifically in content distribution, focusing especially on owned and shared media," observes Nadine Stahl.