Among the many interesting findings this year, we noted that UK marketers are using more content marketing tactics—and 66% say they expect their firm to increase its content marketing budget within the next 12 months; however, overall effectiveness has decreased, and fewer than 40% have a documented content marketing strategy or editorial mission statement. Even though many UK content marketers are seeing great results, others could benefit by taking a “back to basics” approach.
<p>CONTENT MARKETING
IN THE
UK 2016
BENCHMARKS, BUDGETS, AND TRENDS
SPONSORED BY
Welcome .................................................................................................................................................................3
Key Takeaways .....................................................................................................................................................4
■ Section 1: Usage & Effectiveness ................................................................................................................6
■ Section 2: Strategy & Organization ........................................................................................................ 10
■ Section 3: Content Creation & Distribution ......................................................................................... 14
■ Section 4: Goals & Metrics .......................................................................................................................... 22
■ Section 5: Budgets & Spending ................................................................................................................ 25
■ Section 6: Challenges & Priorities ........................................................................................................... 27
■ Comparison Chart: Profile of a Best-in-Class UK Content Marketer .......................................... 29
■ Demographics ................................................................................................................................................ 30
■ About ................................................................................................................................................................. 31
TABLE OF CONTENTS
SPONSORED BY
2
WELCOME
Greetings, Content Marketers,
Welcome to Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends. This year,
we look at how UK for-profit marketers (both B2B and B2C) approach content marketing
compared with last year.
We added questions to the