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Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends OVERVIEW: THE STATE OF CONTENT MARKETING IN THE UK Hello 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 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. 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 greater number of tactics – particularly mobile – and outsource content creation more frequently. On the other hand, B2B marketers allocate more budget 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 peers do – a sure sign of growing confidence. On with the content marketing revolution! Joe Pulizzi Founder Content Marketing Institute 2 Chris Combemale Executive Director Direct Marketing Association UK OVERVIEW 94% of UK marketers use content marketing. Percentage of UK Respondents Using Content Marketing 6% do not use content marketing 94% use content marketing Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 3 97% of UK B2C marketers are using content marketing, versus 95% of their B2B peers. More UK B2C marketers (97%) use content marketing compared with their B2C peers in North America (86%) and Australia (89%). 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 BY TACTIC UK marketers use an average of 13 content marketing tactics. Number of Tactics UK Marketers Use Overall, UK marketers use a greater 22% 16-19 Tactics 13-15 Tactics 16% 10-12 Tactics 16% UK B2C marketers use more tactics (14) 26% 5-9 Tactics 1-4 Tactics number of tactics than their North American and Australian peers – who use an average of 12 tactics – do. 12% 20+ Tactics 6% 0 than their B2B peers (12) do. Average: 13 10 20 30 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 4 40 CONTENT MARKETING BY TACTIC Content Marketing Usage in the UK 100 (by Tactic) 90% 90% As with their peers in North America 85% 83% 78% 80 74% 74% 69% 52% 44% 41% 40% Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 5 25% 15% Games/Gamification 22%21% Podcasts 25% Virtual Conferences 31% 29% Licensed/Syndicated Content 33% 33% eBooks Mobile Apps Webinars/ Webcasts Mobile Content Print Magazines Infographics Branded Content Tools Microsites White Papers Research Reports Videos Articles on Other Websites In-person Events Blogs Case Studies eNewsletters 0 Social Media–Other than Blogs 20 Articles on Your Website 35% Books 40 Print Newsletters 47% % % 45 45 Digital Magazines 54% Annual Reports 60 and Australia: m UK B2C content marketers use more mobile apps, mobile content, and print magazines/newsletters than their B2B counterparts do; m UK B2B marketers use more case studies, white papers, webinars/ webcasts, and research reports than their B2C counterparts do. UK and Australian B2C marketers use mobile apps and mobile content more often than their North American B2C peers do. TACTIC EFFECTIVENESS Effectiveness Ratings of Tactics Percentage of Respondents that Consider the Following Tactics Effective United Kingdom North America Australia Case Studies 63% Research Reports 56% 59% 66% Whilst UK marketers overall say case 62% 59% 62% eNewsletters 61% In-person Events Webinars/Webcasts 76% 60% 42% 60% 60% 54% UK B2B marketers rank case studies as 59% 44% most effective (72%), whilst their B2C peers cite eNewsletters (71%). 58% 58% 56% 55% White Papers Digital Magazines 42% Social Media Content 57% 46% 54% 53% 44% (Other than Blogs) Microsites 49% 52% 57% 50% 49% 48% Articles on Other Websites 50% Articles on Your Website 47% 0 10 20 30 40 studies are most effective, North American (67%) and Australian marketers (76%) cite in-person events. 51% Videos Mobile Content 67% 61% 60% 47% Mobile Apps 50 54% 60 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 6 68% 67% 70 80 SOCIAL MEDIA & CONTENT MARKETING GROWTH TRENDS Percentage of UK Marketers that Use Various Social Media Platforms to Distribute Content 82% Twitter LinkedIn 78% Facebook 76% B2B and B2C content marketers in the 57% YouTube UK and Australia — along with B2C marketers in North America — use an average of four social media platforms to distribute content, whereas B2B marketers in North America use five. 33% Google+ Pinterest 24% 17% SlideShare 13% Flickr 12% Vimeo UK B2B marketers use LinkedIn (87%) 7% Tumblr the most, whereas their B2C peers use Facebook (91%) the most. The same is true with B2B and B2C marketers in North America and Australia. 6% Instagram 4% Foursquare 4% StumbleUpon 2% Quora 2% Other 0 20 40 60 80 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 7 100 ORGANIZATIONAL GOALS FOR CONTENT MARKETING UK marketers cite brand awareness as their top content marketing goal. Organizational Goals for Content Marketing in the UK 78% Customer Acquisition 75% Engagement 71% Customer Retention/Loyalty 69% Lead Generation 63% Website Traffic 63% Thought Leadership 54% Sales 38% Lead Management/Nurturing 34% Brand Awareness 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 Both UK B2B and B2C marketers cite brand awareness as their top goal. In general, UK marketers have similar goals to North American and Australian marketers. MEASUREMENT CRITERIA FOR CONTENT MARKETING SUCCESS UK marketers most often use website traffic to measure content marketing success. Measurement Criteria for Content Marketing Success in the UK 62% Social Media Sharing 48% Sales Lead Quality 47% SEO Ranking 45% Website Traffic B2B and B2C content marketers — no matter whether they’re from the UK, North America, or Australia — consistently rank website traffic as their top measurement criterion. Qualitative Feedback from Customers 42% 42% Time Spent on Website 40% Sales Lead Quantity 40% Direct Sales Increased Customer Loyalty 30% Inbound Links Increased customer loyalty is more 29% Readership/Subscribers 29% Cross-selling 20% Benchmark Lift of Company Awareness 20% Benchmark Lift of Product/Service Awareness 9% Cost Savings 5% Other 5% None 3% 17% Affiliate Sales 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 important to UK and North American B2C marketers than it is to their B2B peers; the opposite is true in Australia. BUDGET Overall, 64% 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) 64% of UK marketers plan to increase Decrease 3% Unsure 7% Remain the Same 24% Increase 49% Significantly Increase 15% Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 10 their content marketing spend; more B2B marketers (72%) say they will increase spend versus their B2C peers (45%). Overall, UK marketers expect to increase their spending more than their North American (54%) and Australian (61%) peers do. BUDGET On average, 27% of marketing budgets in the UK are allocated to content marketing. Total Marketing Budget Spent on Content Marketing in the UK 39% Micro (Fewer than 10 Employees) UK B2B marketers allocate a higher percentage of budget to content marketing (29%) than their B2C counterparts (24%) do. 33% Small (10-99 Employees) Midsize (100-999 Employees) 18% Large (1000+ Employees) 20% 0 Overall, UK (27%) and North American 27% Overall 10 20 30 40 50 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 11 Just as in North America and Australia, 60 (31%) companies allocate a higher percentage of budget to content marketing than Australian (25%) companies do. INSOURCING VS. OUTSOURCING OF CONTENT CREATION On average, 55% of UK companies outsource content creation. Insourcing vs. Outsourcing of Content Creation in the UK content creation more often than their B2B peers (43%) do. 45% In-House Only Outsourced Only 4% 51% Both 0 UK B2C marketers (82%) outsource 10 20 30 40 50 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 12 Overall, UK marketers (55%) outsource 60 70 content more often than their North American (45%) peers do, but not as often as their Australian (57%) peers do. INSOURCING VS. OUTSOURCING OF CONTENT CREATION Midsize companies in the UK are most likely to outsource content creation. Percentage of Companies that Outsource Content Creation in the UK (by Size) Micro (Fewer than 10 Employees) Just as in North America and Australia, 26% 35% Small (10-99 Employees) 79% Midsize (100-999 Employees) 75% Large (1000+ Employees) 55% Average 0 10 20 30 40 50 60 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 13 70 80 larger companies (100+ employees) in the UK are more likely to outsource content creation than smaller companies are. SEGMENTATION Most UK marketers tailor their content. How UK Organizations Tailor Content Industry Trends 55% Company Characteristics 54% Competitor’s Content 0 None 6% Other 5% 10 20 88% of UK B2C marketers tailor their 31% content in at least one way – this is more often than their North American (85%) B2C peers do, but not as often as their Australian (97%) B2C peers do. 17% 30 40 50 60 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 14 content in at least one way – this is more often than their North American (91%) and Australian (88%) B2B peers do. 41% Stage in the Buying Cycle Personalized Content Preferences 96% of UK B2B marketers tailor their 56% Profile of Individual Decision Makers 70 80 CONTENT MARKETING CHALLENGES Producing enough content is the top challenge cited by UK content marketers. Challenges that UK Content Marketers Face Producing Enough Content 57% Producing the Kind of Content that Engages Producing a Variety of Content 39% 49% Inability to Measure Content Effectiveness 38% Lack of Integration Across Marketing 35% Lack of Budget 33% Lack of Knowledge, Training, and Resources 30% Lack of Buy-in/Vision 21% Finding Trained Content Marketing Professionals 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 15 12% UK B2B marketers cite producing enough content as a challenge (65%) more often than their B2C peers (55%) do. Whilst B2C marketers are less challenged than their B2B peers are with producing enough content, they are more challenged in every other area shown here. Producing the kind of content that engages and producing enough content are universal challenges for UK, North American, and Australian marketers alike. CONTENT MARKETING CHALLENGES Biggest Content Marketing Challenge for UK Companies Producing Enough Content UK B2B marketers cite producing 21% Producing the Kind of Content that Engages Lack of Budget 19% 16% Lack of Buy-in/Vision 7% Lack of Integration Across Marketing Producing a Variety of Content Australian marketers are more 7% Inability to Measure Content Effectiveness 5% 4% Finding Trained Content Marketing Professionals 10 20 30 40 3% 50 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 16 challenged by lack of buy-in/vision (13%) than their UK (7%) and North American (8%) peers are; otherwise, the challenges among the three are fairly similar. 6% Lack of Knowledge, Training, and Resources 0 enough content as their biggest challenge, whereas their B2C peers cite producing the kind of content that engages. 60 OVERALL EFFECTIVENESS 39% of UK marketers believe they are effective at content marketing. How UK Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing 7% 32% 5 4 3 Very Effective 45% 11% 2 1 10 20 30 3% 40 50 60 70 80 90 100 Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 17 B2C marketers (33%) believe they are “effective” or “very effective” at content marketing (defined as an answer of 4 or 5 on a scale of 1 to 5). UK marketers rank themselves highest Not At All Effective 0 More UK B2B marketers (41%) than in terms of effectiveness (39%) when compared with their North American (37%) and Australian (29%) peers. OVERALL EFFECTIVENESS Profile 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 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% Average number of social platforms used Content Marketing in the UK: 2013 Trends – Content Marketing Institute/Direct Marketing Association UK 18 OVERALL EFFECTIVENESS Profile 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 DEMOGRAPHICS Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends 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. Industry Classification, UK Size of Company, UK (by Employees) Micro Other 27% Consulting Business Services Advertising/ Marketing Publishing/ Media 5% 5% 9% 6% Nonprofit/ Fundraising Internet/Online Retail Trade Services Distribution Software Banking/Accounting/ Financial 20 29% 16% Midsize (100-999 Employees) 21% Other Consultant General Management 4% 5% 5% Content Creation/Management 6% Small 4% 4% 4% 5% 31% Large (1000+ Employees) (Fewer than 10 Employees) Job Title/Function, UK (10-99 Employees) 34% Marketing Administration/Support 6% Sales/Business Management Marketing/Advertising/ Communications/PR 7% Corporate Management/Owner 22% 45% 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 the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of 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 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 practice. 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 why DMA membership is synonymous with better business. Survey Distribution Partner About 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 the knowledge and experience of 145 years of content creation to deliver trusted, bespoke solutions to some of the biggest B2C and B2B brands worldwide. Our specialist journalists, digital producers, photographers, and video teams create unique, quality news feeds, social campaigns, long-form articles, widgets, apps, blogs, video packages, and award-winning infographics. 21