Professionalization of content marketing in Switzerland is progressing
Two thirds of all Swiss companies actively use content marketing and are seeing a professionalization of the field. Larger companies are increasingly integrating artificial intelligence (AI) into their content processes. However, many are still in the early stages and are discussing the use of AI controversially. This is shown by the latest content marketing study by the ZHAW.
Content marketing is key for Swiss companies. 66% of the companies surveyed actively use content marketing, as a recent survey by the ZHAW shows. The majority of companies that do not yet use content marketing are also planning to introduce it. This is also reflected in the budgets: companies invest almost 40 percent of their total budget in content marketing measures. "We are seeing an increasing professionalization of content marketing. This 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 from the ZHAW, who is responsible for the study.
AI increases efficiency
Larger companies in particular are increasingly using artificial intelligence in their content processes, according to the study. AI is primarily used in automated text creation, content optimization and in analyses to measure success. AI-supported tools for the personalization of content and automated content distribution are becoming increasingly important. Companies that have already gained experience with AI in content marketing report increases in efficiency and improved targeting.
At the same time, according to the study, a lack of specialist knowledge, inadequate internal structures and uncertainties regarding the quality and credibility of AI-generated content are slowing down widespread adaptation. "Our study provides insights into the use of AI in content marketing for the first time. We found that the impact of AI on creativity and authenticity is a controversial topic. While some companies see AI as a supportive tool that complements human creativity, others see the risks of too much automation," explains Stahl. Despite these challenges, however, many companies expect AI to play a key role in content marketing in the coming years.
Data is becoming increasingly relevant
Companies mainly use data to better understand the behavior and interests of their target groups and to analyze the effectiveness of content formats. Nevertheless, many are not yet exploiting the potential of their data. "There is potential for development, particularly in the area of data-based optimization and personalization of content," explains Nadine Stahl.
Variety of content formats
Social media posts and articles on the company website are created most frequently. Podcasts, white papers and best practice studies are considered particularly effective by those surveyed, but are time-consuming to produce. The choice of distribution channels is increasingly target group-specific. The company's own website and social media, especially LinkedIn and Instagram, are seen as particularly relevant channels. "It is interesting to note that companies that work in a data-driven manner are investing in content distribution in a much more targeted manner, focusing in particular on owned media and shared media," says Nadine Stahl.
For the Content Marketing Study 2025 the Institute of Marketing Management at the ZHAW School of Management and Law has investigated the use and spread of content marketing in Switzerland for the fourth time. 924 Swiss companies of different sizes and from different industries took part in an online survey in January 2025. Click here for the entire study.
