Content Marketing in the UK: 2014 Benchmarks, Budgets & Trends
 

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OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK ...

OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK

Greetings Marketers,

Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers.

Among the other findings:

Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.

76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.

UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.

UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers.
UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently.

That—in addition to their confidence in their effectiveness—leads us to conclude that content marketing is alive and well in the UK.

On with the content marketing revolution!

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Content Marketing in the UK: 2014 Benchmarks, Budgets & Trends Presentation Transcript

  • 1. Content Marketing IN THE UNITED KINGDOM 2014 Benchmarks, Budgets, and Trends
  • 2. OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK Greetings Marketers, Welcome to our second annual report on the content marketing practices of UK marketers. In this report, we provide comparisons of for-profit UK, North American, and Australian marketers. One of the key findings is that UK marketers (48%) consider themselves to be more effective at content marketing* when compared with their North American (41%) and Australian (33%) peers. Among the other findings:  Only 42% of UK marketers say they have a documented content strategy; however, 10% of those answering this question were unsure. This is the highest rate of uncertainty we saw around this question when comparing responses across continents.  76% of UK marketers are producing more content than they did one year ago, compared with 72% of North American and 81% of Australian marketers.  UK marketers (89%) use Twitter more often than their North American (84%) and Australian (79%) peers do; however, like those peers, they rate LinkedIn highest in terms of effectiveness.  UK marketers allocate more of their total marketing budget (31%) to content marketing when compared with North American (29%) and Australian (27%) marketers. UK marketers are fairly challenged in regard to producing enough content (46%) and producing engaging content (44%). However, they use more content marketing tactics on average than their peers across the globe, and they use those tactics more frequently. That—in addition to their confidence in their effectiveness—leads us to conclude that content marketing is alive and well in the UK. On with the content marketing revolution! Joe Pulizzi Founder Content Marketing Institute Chris Combemale Executive Director Direct Marketing Association UK *Respondents who rated themselves as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) 2
  • 3. USAGE 88% of UK marketers use content marketing. Percentage of UK Respondents Using Content Marketing 12% do not use content marketing 88% use content marketing Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 3
  • 4. OVERALL EFFECTIVENESS 48% of UK marketers say they are effective at content marketing. How UK Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 5 4 3 Very Effective 2 1 7% 41% 15% 34% Not At All Effective 0 10 20 30 3% 40 50 60 70 80 90 100 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 4  UK marketers (48%) rate themselves as more effective than North American (41%) and Australian (33%) marketers rate themselves.
  • 5. AT-A-GLANCE For-Profit (B2B+B2C) Content Marketers At-A-Glance UK North America Australia Has a documented content strategy 42% 43% 52% Has someone who oversees content marketing strategy 71% 72% 74% Producing more content than one year ago 76% 72% 81% Average number of tactics used 14 13 13 Average number of social media platforms used 6 6 5 Percent of marketing budget spent on content marketing 31% 29% 27% Plans to increase content marketing spend over next 12 months 56% 58% 69% Challenged with producing enough content 46% 53% 44% Challenged with producing engaging content 44% 47% 41% Challenged with producing a variety of content 33% 38% 41% Challenged with lack of budget 38% 41% 38% Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 5
  • 6. STRATEGY 42% of UK marketers have a documented content strategy. Percentage of UK Marketers Who Have a Documented Content Strategy 10% Unsure 42% 49% Yes No Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 6  UK marketers (42%) are less likely than North American (43%) and Australian (52%) marketers to have a documented content strategy; however, they also are less certain about whether they have a strategy when compared with North American (7%) and Australian (4%) marketers.
  • 7. STRATEGY 71% of UK organizations have someone in place to oversee content marketing strategy. Percentage of UK Organizations With Someone Who Oversees Content Marketing Strategy 5% Unsure 24% No 71% Yes Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 7  UK companies (71%) are less likely than North American (72%) and Australian (74%) companies to have someone in place to oversee content marketing strategy.
  • 8. CONTENT VOLUME 76% of UK marketers are producing more content than they did one year ago. Change in Amount of Content Creation Among UK Marketers (Over Last 12 Months) 21% 3% Less Same Amount 34% Significantly More 42% More Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 8  More UK (76%) and Australian (81%) marketers increased their content production over the last year when compared with North American (72%) marketers.
  • 9. TACTIC USAGE UK marketers use an average of 14 content marketing tactics. Content Marketing Usage in the UK 100 87%86% (by Tactic) 85% 80 82% 77% 76% 73% 69% 60 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 9 20% Games/Gamification Virtual Conferences 25% 24% Podcasts Licensed/Syndicated Content eBooks Annual Reports Digital Magazines Books Microsites Print Magazines Webinars/Webcasts Research Reports Branded Content Tools Mobile Content White Papers Online Presentations Infographics In-person Events Articles on Other Websites Videos Case Studies eNewsletters Articles on Your Website 34% 32% 31% 26% Print Newsletters 40% 38% 38% Mobile Apps 45% 45% 45%43% 35% Blogs 0 Social Media Content – Other than Blogs 20  UK (86%) and Australian (80%) marketers use blogs more frequently than North American (75%) marketers do. 57% 57% % 55 48% 40  UK marketers use nearly all of these tactics more frequently than North American and Australian marketers do.  UK (69%) and Australian (64%) marketers use in-person events less frequently than North American (74%) marketers do.
  • 10. TACTIC EFFECTIVENESS UK marketers say in-person events are the most effective tactic they use. Effectiveness Ratings of Tactics Among UK Marketers Who Use Them Percentage of Respondents that Consider the Following Tactics Effective* In-person Events 74% Case Studies 70% Articles on Your Website 68% Social Media Content – Other than Blogs 67% eNewsletters Videos Webinars/Webcasts 66% 65% White Papers 65% Mobile Content 64% Blogs 0 66% 63% 10 20 30 40 50 60 70 80 90 100 *Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 10  UK (74%) and North American (70%) marketers rate in-person events as more effective than Australian (66%) marketers do.  UK marketers (70%) rate case studies as more effective than North American (64%) and Australian (62%) marketers do.
  • 11. SOCIAL MEDIA USAGE UK marketers cite Twitter as the social media platform they use most often to distribute content. Percentage of UK Marketers Who Use Various Social Media Platforms to Distribute Content Twitter LinkedIn Facebook YouTube Google+ 55% 89% 85% 75% 65% 42% 33% Vimeo 25% Flickr 21% Instagram 20% 19% Tumblr 18% StumbleUpon 17% Foursquare 17% Vine Pinterest SlideShare 0 20 40 UK and North American marketers use an average of six social media platforms to distribute content, whereas Australian marketers use five.  UK marketers (89%) use Twitter most often, whereas North American (87%) and Australian (86%) marketers use LinkedIn most often. 60 80 100 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 11 
  • 12. SOCIAL MEDIA EFFECTIVENESS UK marketers are unsure about the effectiveness of social media. Confidence Gap Effectiveness Ratings of Social Media Platforms Among UK Marketers Who Use Them Say It’s Effective* 66% 61% LinkedIn Twitter Vimeo 49% YouTube 49% 41% SlideShare 33% Facebook 29% Google+ 29% Pinterest 23% Instagram Say It’s Less Effective 34% 39% 51% 51% 59% 67% 71% 71% 77% 100 90 80 70 60 50 40 30 20 10 10 20 30 40 50 60 70 80 90 100 *Percentage of respondents who rated these tactics as a 4 or 5 in terms of effectiveness (on a scale of 1 to 5, with 5 being “Very Effective”) Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 12  UK (66%), North American (59%), and Australian (52%) marketers say LinkedIn is the most effective social media platform they use to distribute content.  UK (61%) and North American (50%) marketers rate Twitter as more effective than Australian (45%) marketers do.  UK, North American, and Australian marketers all rate YouTube the same in terms of effectiveness (49%).
  • 13. ORGANIZATIONAL GOALS Brand awareness is the top goal for content marketing in the UK. Organizational Goals for Content Marketing in the UK 85% Engagement 74% Customer Acquisition 73% Customer Retention/Loyalty 66% Lead Generation 63% Website Traffic 61% Sales 48% Thought Leadership 48% Lead Management/Nurturing 30% Brand Awareness 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 13  UK, North American, and Australian marketers all cite brand awareness as their top goal for content marketing.  UK (74%) and Australian (72%) marketers are more likely to cite engagement as a goal when compared with North American (64%) marketers.  UK (48%) marketers are less likely to cite thought leadership as a goal when compared with North American (62%) and Australian (54%) marketers.
  • 14. MEASUREMENT UK marketers cite Web traffic as their top content marketing metric. Metrics for Content Marketing Success in the UK 66% 52% SEO Ranking Social Media Sharing 52% Time Spent on Website 50% 46% Direct Sales Website Traffic Qualitative Feedback from Customers 46% 42% Sales Lead Quality Inbound Links Increased Customer Loyalty Sales Lead Quantity 33% 46% 37% 30% Benchmark Lift of Product/Service Awareness 28% Subscriber Growth 26% Cross-selling 25% Cost Savings 9% Benchmark Lift of Company Awareness 0 10 20 30 40 50 60 70 80 90 100 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 14  UK, North American, and Australian marketers all cite Web traffic as the metric they use most often to measure content marketing success.
  • 15. BUDGET 56% of UK marketers plan to increase their content marketing budget over the next 12 months. Content Marketing Spending in the UK (Over Next 12 Months) 2% 9% Decrease Unsure 11% Significantly Increase 34% Remain the 45% Increase Same Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 15  More marketers in North America (58%) and Australia (69%) say they will increase spend when compared with UK (56%) marketers.
  • 16. BUDGET On average, UK marketers allocate 31% of their total budget to content marketing. Percent of Total Marketing Budget Spent on Content Marketing in the UK 2% 7% 11% 17% 15% 13% 13% 4% 17% 100% 75%-99% 50%-74% 25%-49% 10%-24% 5%-9% 1%-4% 0% Unsure 0 10 20  UK marketers allocate more (31%) of their total marketing budget to content marketing when compared with North American (29%) and Australian (27%) marketers. 30 40 Average Spent: 31% Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 16
  • 17. INSOURCING VS. OUTSOURCING 47% of UK companies outsource content creation. Insourcing vs. Outsourcing of Content Creation in the UK 53% Outsourced Only 1% In-house Only Both 0 10 20 30 46% 40 50 60 70 80 90 100 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 17  UK (47%) and Australian (51%) marketers outsource content creation more often than North American (45%) marketers do.
  • 18. INSOURCING VS. OUTSOURCING Design and writing are the functions that UK marketers are most likely to outsource. Functions that UK Marketers Outsource 59% 57% Design Writing Content Distribution/Syndication 34% Editing 20% Measurement/Analytics 17% Content Planning & Strategy 9% Buyer Persona Creation 0 10 20 30 2% 40 50 60 70 80 90 100 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 18  Design and writing are the top two content marketing functions outsourced in the UK, North America, and Australia; however, North American and Australian marketers outsource more writing than design.
  • 19. SEGMENTATION 94% of UK marketers tailor their content in at least one way. How UK Organizations Tailor Content 60% 57% Industry Trends Profile of Individual Decision Makers 55% Company Characteristics 40% Stage in the Buying Cycle  These patterns are fairly similar to those in North America and Australia. Personalized Content Preferences 32% Competitors’ Content None 0 14% 5% 10 20 30 40 50 60 70 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 19
  • 20. CHALLENGES Time and content production issues top the list of challenges faced by UK marketers. Challenges that UK Content Marketers Face 66% Producing Enough Content 46% Lack of Time Producing the Kind of Content that Engages Lack of Budget 38% Producing a Variety of Content 44% 33% Inability to Measure Content Effectiveness 28% 25% Lack of Integration Across Marketing 23% Lack of Buy-in/Vision 22% Lack of Knowledge and Training Finding Trained Content Marketing Professionals 14% Inability to Collect Information from SMEs 14% Lack of Integration Across HR 0 10 20 30 11% 40 50 60 70 80 90 100 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 20  UK (46%) and North American (53%) marketers are more challenged with producing enough content when compared with Australian (44%) marketers.  UK (44%) and North American (47%) marketers are more challenged with producing engaging content when compared with Australian (41%) marketers.  UK (33%) and North American (38%) marketers are less challenged with producing a variety of content when compared with Australian (41%) marketers.
  • 21. CHALLENGES Lack of time and budget are the biggest content marketing challenges for UK marketers. Biggest Content Marketing Challenge for UK Marketers 37% Lack of Time Lack of Budget 13% Producing the Kind of Content that Engages 7% Producing a Variety of Content 5% Lack of Buy-In/Vision 4% Lack of Knowledge and Training 3%  10% Producing Enough Content 0 10 20 30 40 50 60 Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends: Content Marketing Institute/DMA UK 21 The biggest challenges for UK, North American, and Australian marketers are fairly similar; however, North American marketers (11%) are more likely to cite producing enough content as their biggest challenge.
  • 22. Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends was produced by Content Marketing Institute in partnership with the Direct Marketing Association UK (DMA). The fourth annual Content Marketing Survey, from which the results of this second annual UK report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, Brightcove, Blackbaud, King Content, The Association for Data-driven Marketing & Advertising (ADMA), the Direct Marketing Association UK (DMA), Industry Week, and New Equipment Digest. A total of 4,397 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—responded throughout July and August 2013. Of those 4,397 respondents, 198 identified themselves as for-profit marketers in the UK (155 B2B and 43 B2C); 1,622 identified themselves as for-profit marketers in North America (1,315 B2B and 307 B2C); and 159 identified themselves as for-profit marketers in Australia (116 B2B and 43 B2C). Content Marketing in the UK: 2014 Benchmarks, Budgets, and Trends reports primarily on the findings from the 198 UK respondents, and, in some cases, provides comparisons against the responses that the North American and Australian for-profit marketers provided. UK Industry Classification UK Job Title/Function Size of UK Company (by Employees) Sales/Business Management Other 26% 4% Manufacturing 5% Accounting/ 6% Banking/ Financial Consulting 31% (1,000+ Employees) 19% (Fewer than 10 Employees) 22% Midsize Publishing/Media 10% 9% 9% Software Design/ Development/ Distribution 20% Marketing Administration/ Support General Management (100-999 Employees) Internet/Online Services 22 Advertising/ Communications/ Marketing/PR Micro Large Content Creation/ Management Small (10-99 Employees) 40% Consultant Other 4% 2% 5% 5% 6% Marketing/ Advertising/ Communications/ PR Management 7% 43% Corporate Management/Owner 27%
  • 23. About Content Marketing Institute: Content Marketing Institute (CMI) is the leading global content marketing education View additional and training organization. CMI teaches enterprise brands how to attract and retain content marketing customers through compelling, multi-channel storytelling. CMI’s Content Marketing research World, the largest content marketing-focused event, is held every September, and at the Content Marketing Institute Content Marketing World Sydney, every March. CMI also produces the quarterly WEBSITE. magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company. About the Direct Marketing Association UK (DMA): The Direct Marketing Association UK (DMA) is Europe’s largest professional body representing the direct marketing industry. We have a large in-house team of specialists offering everything from free legal advice and government lobbying on direct marketing issues to research papers and best practices. As well as being at the forefront of developments in digital and direct marketing, we continue to lead the way in traditional direct channels. That’s why the DMA is such a great platform for sharing expertise and DMA membership is synonymous with better business. 23