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My name is Nabila, I am from Syria and I have lived in Brazil for four and a half years. I work at Contentools and many people are wondering how content marketing works in the Middle East countries and whether that concept exists there.

To answer this question, I’ll explain a bit about that.

The vast majority of what is produced in the Middle East is recycled from abroad. Quality content not only needs to inform, but also entertain and generate interest in order to get shared.

It took some time for content marketing to become a recognized tool among marketing professionals in the Middle East.

In the region there has always been a lack of reliable and good quality data to understand trends, activities and how they work. Therefore, professionals need to use techniques in their global strategies.

But, nowadays, this is beginning to change. Sixty percent of the region’s marketers plan to increase the content marketing budget in the coming years.

The problem in the Middle East is not the lack of creativity to create relevant content, but the lack of opportunity.


One of the cities that work with content marketing is Dubai. Zeentree conducted a study in 2016, based on information from a survey of a startups community, to find out how these new companies are using content marketing strategies, how they are helping with customer engagement, and what are their biggest challenges.

Overall, 71% of companies expect content marketing to be “very important” in the future, and 63% want to increase their content marketing budget next year.

This content marketing study in the Middle East region provides a detailed view of the landscape in the country and shows an indication of regions’ appetite for content by looking at many aspects of online marketing including the use of digital channels, available budgets as well as the challenges it can bring.

The main conclusions of the research were:

  • The lack of quality translations means that English continues to be the language of communication with the customer, with only 34% using Arabic for brand content;
  • Businessmen rely heavily on social media for marketing purposes, but content marketing is the fourth most popular channel;
  • 76% of beginner entrepreneurs will increase their digital marketing budget in 2017;
  • Content marketing is very important for 71% of startups;
  • 63% of start-ups want to increase budgets for content marketing by 2017;
  • Most startup companies are spending up to 1/4 of their budgets on content marketing;
  • Social media, newsletters and infographics are the main types of content for young companies;
  • 80% of startups produce internal content – lack of budget is the biggest barrier against content creation;
  • Quality assurance is the greatest challenge for multilingual content.

The Middle East continues to increasingly invest in technology, digital marketing and e-commerce. If you think about working with content marketing, a well-planned website in which you invested effort, time and money in SEO and proper content, will stand out.

Working with content marketing is interesting and opens doors to other opportunities, to understand the market more and to have contact with well-known companies. I would like to have the chance to work in this area in the Middle East, as content marketing helps companies grow faster and generate more leads. Having a good business and a lot of money does not matter much, when you do not generate quality content that you can show and present to your public.

Share your story in the comments with us! And if you have not started your content marketing strategy yet, you’re welcome to contact our team for a free demonstration.

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