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Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends
 

Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends

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The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of content ...

The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of content
marketing in the UK. Whilst the primary focus of this report is on the UK, you’ll note some interesting comparisons with North America and
Australia throughout.

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    Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends Presentation Transcript

    • Content Marketing in the UK:2013 Benchmarks, Budgets, and Trends
    • OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UKHello Marketers!Welcome to Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends.The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) are pleased to present this premier study of contentmarketing in the UK. Whilst the primary focus of this report is on the UK, you’ll note some interesting comparisons with North America andAustralia throughout.Here are some of the key findings the research has uncovered: 94% of marketers in the UK have adopted content marketing. On average, UK marketers use 13 content marketing tactics, whilst their North American and Australian peers use 12. They also have the highest adoption rate for the most popular tactics: “articles on your website,” “social media (other than blogs),” and “eNewsletters.” UK marketers are investing more in content marketing than their international peers: 64% plan to increase their content marketing spend over the next 12 months. Even the UK marketers that rate their efforts as least effective plan to make significant investments in content marketing.As you delve into the research, you will see that UK B2B and B2C marketers deal with content differently. B2C marketers use a greaternumber of tactics – particularly mobile – and outsource content creation more frequently. On the other hand, B2B marketers allocate morebudget to content marketing and tailor their content more frequently.Overall, UK marketers rank themselves higher in terms of content marketing effectiveness than their North American and Australian peersdo – a sure sign of growing confidence.On with the content marketing revolution! Joe Pulizzi Chris Combemale Founder Executive Director Content Marketing Institute Direct Marketing Association UK 2
    • OVERVIEW94% of UK marketers use content marketing. Percentage of UK Respondents Using Content Marketing  97% of UK B2C marketers are using content marketing, versus 95% of their 6%do not B2B peers. use content marketing  More UK B2C marketers (97%) use content marketing compared with their B2C peers in North America (86%) and 94% use content Australia (89%). marketing  More UK B2B marketers (95%) use content marketing compared with their B2B peers in North America (91%); however, fewer use it when compared with their Australian B2B peers (98%). Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 3
    • CONTENT MARKETING BY TACTICUK marketers use an average of13 content marketing tactics.Number of Tactics UK Marketers Use  Overall, UK marketers use a greater 20+ Tactics 12% number of tactics than their North 16-19 Tactics 22% American and Australian peers – who use an average of 12 tactics – do. 13-15 Tactics 16% 10-12 Tactics 16%  UK B2C marketers use more tactics (14) 5-9 Tactics 26% than their B2B peers (12) do. 1-4 Tactics 6% Average: 130 10 20 30 40 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 4
    • CONTENT MARKETING BY TACTIC Content Marketing Usage in the UK100 (by Tactic) 90% 90%  As with their peers in North America 85% 83% and Australia: 78%80 74% 74% m UK B2C content marketers use more 69% mobile apps, mobile content, and print magazines/newsletters than 60 54% their B2B counterparts do; 52% 47% % % 45 45 m UK B2B marketers use more case 44% 41% 40% studies, white papers, webinars/ 40 webcasts, and research reports than 35% 33% 33% 31% 29% 25% their B2C counterparts do. Social Media–Other than Blogs Licensed/Syndicated Content 25% Articles on Other Websites 22%21% 15% Articles on Your Website Branded Content Tools20  UK and Australian B2C marketers use Webinars/ Webcasts Games/Gamification Virtual Conferences Research Reports Digital Magazines Print Newsletters In-person Events mobile apps and mobile content more Print Magazines Annual Reports Mobile Content White Papers eNewsletters Case Studies Infographics Mobile Apps Microsites Podcasts often than their North American B2C eBooks Videos Books Blogs 0 peers do. Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 5
    • TACTIC EFFECTIVENESS Effectiveness Ratings of Tactics Percentage of Respondents that Consider the Following Tactics Effective United Kingdom North America Australia Case Studies 68% 63% 67% 66% Research Reports 56%  Whilst UK marketers overall say case 59% 62% eNewsletters 59% In-person Events 62% 61% 67% studies are most effective, North Webinars/Webcasts 61% 76% American (67%) and Australian 60% 47% 60% marketers (76%) cite in-person events. Mobile Apps 42% 51% 60% Videos 60% 54% 59%  UK B2B marketers rank case studies as Mobile Content 44% 58% 58% most effective (72%), whilst their B2C White Papers peers cite eNewsletters (71%). 56% 55% 57% Digital Magazines 42% 46% Social Media Content 54% 53% (Other than Blogs) 44% 52% Microsites 49% 57% 50%Articles on Other Websites 49% 48% 50% Articles on Your Website 54% 47% 0 10 20 30 40 50 60 70 80 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 6
    • SOCIAL MEDIA & CONTENT MARKETING GROWTH TRENDS Percentage of UK Marketers that Use Various Social Media Platforms to Distribute Content Twitter 82% LinkedIn 78% Facebook 76%  B2B and B2C content marketers in the YouTube 57% UK and Australia — along with B2C 33% Google+ marketers in North America — use an Pinterest 24% average of four social media platforms 17% SlideShare to distribute content, whereas B2B 13% Flickr marketers in North America use five. 12% Vimeo  UK B2B marketers use LinkedIn (87%) 7% Tumblr the most, whereas their B2C peers use 6% Instagram Facebook (91%) the most. The same 4% Foursquare is true with B2B and B2C marketers in 4% StumbleUpon North America and Australia. 2% Quora 2% Other 0 20 40 60 80 100 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 7
    • ORGANIZATIONAL GOALS FOR CONTENT MARKETINGUK marketers cite brand awarenessas their top content marketing goal. Organizational Goals for Content Marketing in the UK Brand Awareness 78%  Both UK B2B and B2C marketers cite Customer Acquisition 75% brand awareness as their top goal. Engagement 71% Customer Retention/Loyalty 69%  In general, UK marketers have similar Lead Generation 63% goals to North American and Australian Website Traffic 63% marketers. Thought Leadership 54% Sales 38% Lead Management/Nurturing 34% 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 8
    • MEASUREMENT CRITERIA FOR CONTENT MARKETING SUCCESSUK marketers most often use website trafficto measure content marketing success. Measurement Criteria for Content Marketing Success in the UK Website Traffic 62% Social Media Sharing 48%  B2B and B2C content marketers — Sales Lead Quality 47% no matter whether they’re from the SEO Ranking 45% UK, North America, or Australia — Qualitative Feedback from Customers 42% Direct Sales 42% consistently rank website traffic as Time Spent on Website 40% their top measurement criterion. Sales Lead Quantity 40% Increased Customer Loyalty 30%  Increased customer loyalty is more Inbound Links 29% Readership/Subscribers 29% important to UK and North American Cross-selling 20% B2C marketers than it is to their B2B Benchmark Lift of Company Awareness 20% peers; the opposite is true in Australia. Benchmark Lift of Product/Service Awareness 17% Affiliate Sales9% Cost Savings 5% Other 5% None 3% 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 9
    • BUDGETOverall, 64% of UK marketers plan to increase theircontent marketing budget over the next 12 months. Content Marketing Spending in the UK (Over Next 12 Months) Decrease  64% of UK marketers plan to increase 3% Unsure their content marketing spend; more 7% B2B marketers (72%) say they will increase spend versus their B2C peers (45%). Remain the Increase Same 49%  Overall, UK marketers expect to 24% increase their spending more than their North American (54%) and Australian Significantly Increase (61%) peers do. 15% Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 10
    • BUDGETOn average, 27% of marketing budgets in the UKare allocated to content marketing. Total Marketing Budget Spent on Content Marketing in the UK  Just as in North America and Australia, Micro (Fewer than 10 Employees) 39% UK B2B marketers allocate a higher percentage of budget to content Small (10-99 Employees) 33% marketing (29%) than their B2C Midsize (100-999 Employees) 18% counterparts (24%) do. Large (1000+ Employees) 20%  Overall, UK (27%) and North American (31%) companies allocate a higher Overall 27% percentage of budget to content marketing than Australian (25%) 0 10 20 30 40 50 60 companies do. Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 11
    • INSOURCING VS. OUTSOURCING OF CONTENT CREATIONOn average, 55% of UK companies outsourcecontent creation. Insourcing vs. Outsourcing of Content Creation in the UK  UK B2C marketers (82%) outsource In-House Only 45% content creation more often than their Outsourced Only 4% B2B peers (43%) do. Both 51%  Overall, UK marketers (55%) outsource content more often than their North 0 10 20 30 40 50 60 70 American (45%) peers do, but not Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK as often as their Australian (57%) peers do. 12
    • INSOURCING VS. OUTSOURCING OF CONTENT CREATIONMidsize companies in the UK are most likelyto outsource content creation. Percentage of Companies that Outsource Content Creation in the UK (by Size)  Just as in North America and Australia, Micro (Fewer than 10 Employees) 26% larger companies (100+ employees) Small (10-99 Employees) 35% in the UK are more likely to outsource content creation than smaller Midsize (100-999 Employees) 79% companies are. Large (1000+ Employees) 75% Average 55% 0 10 20 30 40 50 60 70 80 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 13
    • SEGMENTATIONMost UK marketers tailor their content. How UK Organizations Tailor Content Profile of Individual Decision Makers 56%  96% of UK B2B marketers tailor their content in at least one way – this is Industry Trends 55% more often than their North American (91%) and Australian (88%) B2B Company Characteristics 54% peers do. Stage in the Buying Cycle 41%  88% of UK B2C marketers tailor their Personalized Content Preferences 31% content in at least one way – this is Competitor’s Content 17% more often than their North American (85%) B2C peers do, but not as often as None 6% their Australian (97%) B2C peers do. Other 5% 0 10 20 30 40 50 60 70 80 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 14
    • CONTENT MARKETING CHALLENGESProducing enough content is the top challengecited by UK content marketers. Challenges that UK  UK B2B marketers cite producing enough content as a challenge (65%) Content Marketers Face more often than their B2C peers Producing Enough Content 57% (55%) do. Producing the Kind of Content that Engages 49%  Whilst B2C marketers are less Producing a Variety of Content 39% challenged than their B2B peers are Inability to Measure Content Effectiveness 38% with producing enough content, they Lack of Integration Across Marketing 35% are more challenged in every other Lack of Budget 33% area shown here. Lack of Knowledge, Training, and Resources 30%  Producing the kind of content that Lack of Buy-in/Vision 21% engages and producing enough Finding Trained Content Marketing Professionals 12% content are universal challenges for 0 10 20 30 40 50 60 70 80 90 100 UK, North American, and Australian Content Marketing in the UK: 2013 Trends – marketers alike. Content Marketing Institute/Direct Marketing Association UK 15
    • CONTENT MARKETING CHALLENGES Biggest Content Marketing Challenge for UK Companies Producing Enough Content 21%  UK B2B marketers cite producing enough content as their biggest Producing the Kind of Content that Engages 19% challenge, whereas their B2C peers cite Lack of Budget 16% producing the kind of content that engages. Lack of Buy-in/Vision 7% Lack of Integration Across Marketing 7%  Australian marketers are more challenged by lack of buy-in/vision Inability to Measure Content Effectiveness 6% (13%) than their UK (7%) and North Producing a Variety of Content 5% American (8%) peers are; otherwise, the challenges among the three are Lack of Knowledge, Training, and Resources 4% fairly similar. Finding Trained Content Marketing Professionals 3% 0 10 20 30 40 50 60 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 16
    • OVERALL EFFECTIVENESS39% of UK marketers believe they are effectiveat content marketing. How UK Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing  More UK B2B marketers (41%) than 5 Very Effective 7% B2C marketers (33%) believe they are “effective” or “very effective” at content 4 32% marketing (defined as an answer of 4 or 3 45% 5 on a scale of 1 to 5). 2 11%  UK marketers rank themselves highest 1 in terms of effectiveness (39%) when Not At All Effective 3% compared with their North American 0 10 20 30 40 50 60 70 80 90 100 (37%) and Australian (29%) peers. Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 17
    • OVERALL EFFECTIVENESSProfile of a best-in-class UK content marketer. Comparison of Most Effective UK Content Marketers with Least Effective UK Content Marketers Most Effective Overall/Average Least Effective Percentage of marketing budget allocated to content marketing 41% 27% 18% Average number of tactics used 14 13 9 Average number of social platforms used 5 4 3 Plan to increase content marketing spend in the next year 72% 64% 71% Tailor content to profile of decision maker 63% 56% 57% Challenged with producing engaging content 35% 49% 72% Challenged with producing enough content 49% 57% 66% Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 18
    • OVERALL EFFECTIVENESSProfile of a best-in-class UK content marketer. Just as in North America and Australia, best-in-class UK content marketers, when compared with their peers:  Allocate a greater share of their marketing budgets to content marketing  Use more content marketing tactics  Use more social media platforms to distribute content  Tailor content more often to specific personas/decision makers  Are slightly more challenged with producing enough content, but far less challenged with producing engaging content 19
    • DEMOGRAPHICSContent Marketing in the UK: 2013 Benchmarks, Budgets, and Trends was produced by ContentMarketing Institute (CMI) and the Direct Marketing Association UK (DMA). The survey was mailedelectronically to a sample of marketers from among members, subscribers, and partner listsof CMI and DMA. Special thanks to MarketingProfs for their participation in the North Americancomparisons used in this report and to the Press Association for additional survey distribution inthe UK.A total of 190 participants responded from UK companies (including 128 B2B companies and 34 B2Ccompanies) during the time period of August 2012 through January 2013, representing a range ofindustries, functional areas, and company sizes. Industry Classification, UK Size of Company, UK Job Title/Function, UK (by Employees) Other Consultant 5% General 4% Micro Management Advertising/ (Fewer than 10 Employees) 5% Other 27% Marketing 31% Large (1000+ Employees) 16% Content Creation/Management 29% Marketing 6% Administration/Support Small 6% Marketing/Advertising/ 4% (10-99 Employees) Sales/Business Communications/PRConsulting 4% Publishing/ Media Midsize (100-999 34% Management 7% 45% Business Services 4% 9% Employees) Corporate 5% 6% 21% Management/Owner Nonprofit/ Fundraising 5% 5% 22% Retail Trade Internet/Online Distribution Software Services Banking/Accounting/ Financial 20
    • About the Content Marketing Institute:The Content Marketing Institute (CMI) is the leading global content marketing education and training organization.CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling.CMI’s Content Marketing World event is the largest content marketing-focused event. CMI also produces thequarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for someof the best-known brands in the world. Get more content marketing resources at ContentMarketingInstitute.com.CMI is a division of Z Squared Media, a 2012 Inc. 500 company. View all content marketing research from CMI.About the Direct Marketing Association UK:The Direct Marketing Association UK (DMA) is Europe’s largest professional body representing the direct marketingindustry. We have a large in-house team of specialists offering everything from free legal advice and governmentlobbying on direct marketing issues to research papers and best practice. As well as being at the forefront of developments in digital and direct marketing, we continue to lead the wayin traditional direct channels. That’s why the DMA is such a great platform for sharing expertise and why DMAmembership is synonymous with better business.Survey Distribution PartnerAbout the Press Association:The Press Association is the UK’s leading provider of multi-platform content, serving newspapers, broadcasters,online publishers, businesses, and public-sector organisations. Our Content For Marketing service uses theknowledge and experience of 145 years of content creation to deliver trusted, bespoke solutions to some ofthe biggest B2C and B2B brands worldwide. Our specialist journalists, digital producers, photographers, andvideo teams create unique, quality news feeds, social campaigns, long-form articles, widgets, apps, blogs, videopackages, and award-winning infographics. 21