The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) have teamed up to examine content marketing trends in the UK [pdf], finding that 94% of marketers surveyed are using content marketing, making this activity more entrenched than in North America and Australia. The study also finds that UK marketers find case studies (68%) to be most effective, followed by research reports (66%) and eNewsletters (62%). Previous research from the CMO indicated that for North American marketers, in-person events are considered most effective.
Interestingly, while many UK content marketers are using social platforms such as Twitter (82%), LinkedIn (78%) and Facebook (76%) to distribute content, only 54% rated social media content as effective, towards the bottom of the list of activities identified (above only articles on websites and microsites). Also notable: those activities at the bottom of the list (social media, articles on respondents’ websites) are the most commonly used, each by 90% of respondents.
- UK content marketers leverage an average of 13 content marketing tactics.
- Brand awareness was the most frequently cited content marketing goal (78%), ahead of customer acquisition (75%) and engagement (71%).
- 64% plan to increase their content marketing spending over the next 12 months.
- 55% of respondents outsource content creation.
- The most commonly cited challenge for UK marketers is producing enough content (57%), followed by producing the kind of content that engages (49%) and producing a variety of content (39%).
- 39% of UK marketers rate the effectiveness of their organization’s use of content marketing as a top-2 box score on a 5-point scale.
About the Data: was produced by Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA). The survey was mailed electronically to a sample of marketers from among members, subscribers, and partner lists of CMI and DMA. Special thanks to MarketingProfs for their participation in the North American comparisons used in this report and to the Press Association for additional survey distribution in the UK.
A total of 190 participants responded from UK companies (including 128 B2B companies and 34 B2C companies) during the time period of August 2012 through January 2013, representing a range of industries, functional areas, and company sizes.