<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 survey this year, which yielded new insights on factors such as content marketing maturity levels, frequency and value of content marketing-related meetings, and organizational clarity around content marketing effectiveness. 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. For resources to help you with your content marketing, see the last page of this report. We’re happy to help. Yours in content, Joe Joe Pulizzi Founder Content Marketing Institute SPONSORED BY 3 KEY TAKEAWAYS The use of many content marketing tactics, social media platforms, and paid methods to promote/distribute content increased over last year. Illustrations/Photos YouTube Infographics Videos Promoted Posts 12 PERCENTAGE POINTS 13 PERCENTAGE POINTS 10PERCENTAGE POINTS 10PERCENTAGE POINTS 30 PERCENTAGE POINTS U SA GE SPONSORED BY 4 ■ The use of nearly all content marketing tactics increased over last year. The greatest increase was for illustrations/photos, which jumped from 63% last year to 75% this year. Videos and infographics both increased by 10 percentage points. ■ The use of nearly all social media platforms increased over last year. The greatest increase was for YouTube, which jumped from 68% last year to 81% this year. ■ The use of all paid methods to promote/distribute content increased over last year. The greatest increase was for promoted posts, which jumped from 34% last year to 64% this year. KEY TAKEAWAYS ■ When asked to identify the most important metric they use to measure content marketing effectiveness or success, 20% of UK marketers say sales and another 20% say sales lead quality. ■ UK marketers are spending a higher average proportion of total marketing budget on content marketing this year (29% vs. 26% last year). The most effective UK marketers spend 33% (on average), which is the same percentage they reported last year. ■ 66% of UK marketers say they expect their organization’s content marketing budget to increase in the next 12 months. ■ The most effective UK marketers say measuring content effectiveness is their top challenge (61%), whereas the overall sample says producing engaging content is their top challenge (61%). ■ The most effective UK marketers say the top priority for internal content creators over the next 12 months is developing a better understanding of what content is effective—and what isn’t (68%), whereas the overall sample says creating more engaging content is their top priority (70%). SPONSORED BY 5 Content Marketing in Australia 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SPONSORED BY 6 USAGE & EFFECTIVENESS Does your organization use content marketing? Last year, 85% of respondents said they use content marketing. Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.” 89% Yes 11% No Percentage of UK Respondents Using Content Marketing SAY YES 89% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute USAGE & EFFECTIVENESS How would you describe your organization’s content marketing maturity level? This was a new question this year. In general, effectiveness levels are greater among marketers with higher levels of content marketing maturity. Among those who reported being the most effective: • 78% were in the sophisticated/mature phase • 22% were in the adolescent phase • 0% were in the young/first steps phase SAY SOPHISTICATED OR MATURE 32% SOPHISTICATED MATURE ADOLESCENT FIRST STEPS YOUNG Providing accurate measurement to the business, scaling across the organization Finding success, yet challenged with integration across the organization Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling Growing pains, challenged with creating a cohesive strategy and a measurement plan Doing some aspects of content, but have not yet begun to make content marketing a process 9% 14% 23% 30% 23% How UK Marketers Assess Their Content Marketing Maturity Level Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 7 USAGE & EFFECTIVENESS Overall, how effective is your organization at content marketing? Last year, 42% of UK marketers said their organizations were effective at content marketing. Having a documented content marketing strategy helps in this regard: 46% of UK marketers who have one say their organizations are effective at content marketing. How UK Marketers Rate the Effectiveness of Their Organization’s Use of Content Marketing Very Effective 3% 5 19% 2 Not at All Effective 3% 1 31% 4 39% 3 SAY THEY ARE EFFECTIVE 34% Note: For this survey, we define effectiveness as “accomplishing your overall objectives.” We refer to those who rate their organizations as a 4 or 5 (on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at All Effective”) as the “most effective” or “best-in-class” marketers. The 1s and 2s are considered the “least effective,” while the 3s are neutral. Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 8 Content Marketing in Australia 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute/ADMA SPONSORED BY 9 USAGE & EFFECTIVENESS In your organization, is it clear what an effective or successful content marketing program looks like? This was a new question this year. 84% of UK marketers whose organizations are in the sophisticated/mature phase of content marketing say they have clarity (vs. 57% of those in the adolescent phase and 27% of those in the young/first steps phase). Percentage of UK Marketers Whose Organizations Have Clarity on Content Marketing Success Unsure 15% No 30% Yes 54% SAY YES 54% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 10 STRATEGY & ORGANIZATION Does your organization have a content marketing strategy? Last year, 36% of UK marketers said they had a documented content marketing strategy, 51% had a verbal-only strategy, and 11% had no strategy. When compared with the overall sample, UK marketers who have a documented content marketing strategy report higher levels of effectiveness with many of the content marketing tactics, social media platforms, and paid methods of content promotion/distribution that they use. 42% Yes, but it is not documented Unsure No Yes, and it is documented 37% 18% 3% Percentage of UK Marketers Who Have a Content Marketing Strategy HAVE A DOCUMENTED CONTENT MARKETING STRATEGY 37% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 11 STRATEGY & ORGANIZATION Does your organization have an editorial mission statement for the primary audience you target? This was a new question this year. Nearly half (49%) of the most effective UK marketers have a documented editorial mission statement. 61% of those who have a documented content marketing strategy also have a documented editorial mission statement. Yes, and it is documented No Yes, but it is not documented 27% 32% 36% Unsure 5% Percentage of UK Marketers Who Have an Editorial Mission Statement HAVE A DOCUMENTED EDITORIAL MISSION STATEMENT 32% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 12 STRATEGY & ORGANIZATION How often does your team meet (either in person or virtually) to discuss the progress/results of your content marketing program? When compared with the overall sample, the most effective UK marketers meet more frequently (56% of the most effective UK marketers meet daily or weekly). SAY DAILY OR WEEKLY 41% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute How Often UK Marketers Meet to Discuss Their Content Marketing Program 7% 9% 19% 7% 9% 16% 34% Monthly Only when it is necessary Other Biweekly Daily Weekly Quarterly SPONSORED BY 13 STRATEGY & ORGANIZATION How valuable are team meetings in helping your organization to be more effective at content marketing? When compared with the overall sample, the most effective UK marketers are extracting more value from their content marketing meetings (78% of the most effective say meetings are valuable). SAY MEETINGS ARE VALUABLE 59% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute How UK Marketers Perceive the Value of Internal Content Marketing Meetings 24% 30% 35% 5% 7% Extremely Valuable Very Valuable Somewhat Valuable Not Very Valuable Not at All Valuable SPONSORED BY 14 CONTENT CREATION & DISTRIBUTION Compared with 2015, how much content will your organization produce in 2016? Nearly all UK marketers plan to produce more content in 2016 vs. 2015, regardless of company size, effectiveness, maturity level, or presence of a content marketing strategy. Less Same Amount More 88% 11% 1% Unsure None Expected Change in UK Content Creation (2015 vs. 2016) SAY THEY WILL PRODUCE MORE 88% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 15 CONTENT CREATION & DISTRIBUTION Which content marketing tactics does your organization use? Last year, UK marketers used an average of 12 content marketing tactics. Their use of all the tactics shown on the accompanying chart has increased over last year, except for eNewsletters and articles on your website, which dipped very slightly. Social media content (other than blogs) is once again the most often used tactic (89% last year vs. 94% this year). The greatest increases in use over last year were for: • Illustrations/photos (63% last year vs. 75% this year) • Videos (73% last year vs. 83% this year) • Infographics (61% last year vs. 71% this year) Note: Fewer than 50% of UK marketers said they use the following tactics: Research Reports (48%), Webinars/Webcasts (43%), Microsites/Separate Website Hubs (39%), Branded Content Tools (38%), eBooks (38%), Print Magazines (35%), Books (32%), Digital Magazines (29%), Mobile Apps (27%), Podcasts (25%), Print Newsletters (19%), Virtual Conferences (19%), and Games/Gamification (13%). UK Content Marketing Tactic Usage Social Media Content – other than blogs eNewsletters Videos Case Studies Blogs In-Person Events Infographics 94% 87% 84% 83% 82% 74% 71% 63% 52% Average Number Used 13 Illustrations/Photos 75% Articles on Your Website 79% Online Presentations White Papers USE SOCIAL MEDIA CONTENT 94% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 16 CONTENT CREATION & DISTRIBUTION How effective are the tactics your organization uses? Of the content marketing tactics they use, the accompanying chart shows the 10 that UK marketers say are most effective. Two tactics that appeared on this chart last year (webinars/webcasts and infographics) have been replaced by two tactics whose effectiveness ratings have increased (research reports and branded content tools). To summarize: • Research reports increased from 51% last year to 63% this year • Branded content tools increased from 44% last year to 60% this year • Webinars/webcasts decreased from 60% last year to 49% this year • Infographics decreased from 55% last year to 52% this year Each of the other tactics shown on the chart either increased slightly or decreased slightly. Effectiveness Ratings for UK Content Marketing Tactics Blogs Case Studies 69% 69% 67% Social Media Content – other than blogs In-Person Events 66% Research Reports 63% Branded Content Tools 60% Articles on Your Website 58% White Papers 57% Videos 56% eNewsletters 54% SAY BLOGS AND IN-PERSON EVENTS ARE EFFECTIVE 69% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Percentages comprise marketers who rated each content type as 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at All Effective.” Note: Additional content marketing tactics with effectiveness ratings include the following: Infographics (52%), Microsites/Separate Website Hubs (50%), eBooks (49%), Webinars/Webcasts (49%), Illustrations/Photos (48%), Online Presentations (45%), and Print Magazines (32%). Additional tactics may not appear here due to their low incidence of use. SPONSORED BY 17 CONTENT CREATION & DISTRIBUTION Which social media platforms does your organization use to distribute content? Like last year, UK marketers use an average of six social media platforms. LinkedIn is still the platform they use the most (96% last year vs. 93% this year). Usage of all of the other four platforms shown on the accompanying chart increased over last year. The greatest increase was for YouTube (68% last year vs. 81% this year). UK Content Marketing Social Media Platform Usage LinkedIn Twitter YouTube 93% 92% 81% Facebook 78% Google+ 74% Average Number Used 6 USE LINKEDIN 93% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Fewer than 50% of UK marketers said they use the following social media platforms: SlideShare (49%), Instagram (39%), Pinterest (36%), Vimeo (32%), Vine (15%), iTunes (14%), Tumblr (12%), SnapChat (6%), Periscope (5%), and Medium (3%). SPONSORED BY 18 CONTENT CREATION & DISTRIBUTION How effective are the social media platforms your organization uses? This chart shows how UK marketers rate the five social media platforms they use most often in terms of effectiveness. Like last year, UK marketers say Twitter is the most effective social media platform; however, the percentage who said it is effective decreased this year (75% last year vs. 69% this year). The effectiveness ratings for all of the other platforms shown on the chart decreased very slightly over last year as well, except for Facebook. The effectiveness rating for Facebook increased from 29% last year to 37% this year. Effectiveness Ratings for UK Content Marketing Social Media Platforms Twitter LinkedIn YouTube 69% 58% 47% Facebook 37% Google+ 18% SAY TWITTER IS EFFECTIVE 69% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Percentages comprise marketers who rated each social media platform as 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at All Effective.” SPONSORED BY 19 CONTENT CREATION & DISTRIBUTION Which paid advertising methods does your organization use to promote/distribute content? Use of each of the paid methods to promote/ distribute content shown on the accompanying chart increased over last year (last year, the average number used was three). Last year, search engine marketing (SEM) and print or other offline promotion tied for the top spot on this list (at 54%). Promoted posts are now being used as often as SEM, and the use of social ads increased by 10 percentage points. To summarize the greatest increases: • SEM increased from 54% to 64% • Promoted posts increased from 34% to 64% • Social ads increased from 48% to 58% UK Paid Advertising Usage 64% Content Discovery Tools 24% Average Number Used 4 36% 57% Print or Other Offline Promotion 44% Traditional Online Banner Ads Social Ads (e.g., Facebook ads, LinkedIn ads) Native Advertising (long-form paid content placement on external sites) 58% 64% Promoted Posts (e.g., Facebook promoted posts, promoted Tweets) Search Engine Marketing (SEM) SEM AND PROMOTED POSTS TOP THE LIST Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 20 CONTENT CREATION & DISTRIBUTION How effective are the paid advertising methods your organization uses to promote/distribute content? Once again this year, UK marketers say search engine marketing (SEM) is the most effective paid method they use to promote/distribute content (46% last year vs. 56% this year). Effectiveness ratings increased for all methods shown here, except for print or other offline promotion (34% last year vs. 31% this year). The other methods increased as follows: • Promoted posts (44% last year vs. 46% this year) • Social ads (44% last year vs. 50% this year) • Native advertising (20% last year vs. 24% this year) • Traditional online banner ads (23% last year vs. 33% this year) 50% Social Ads (e.g., Facebook ads, LinkedIn ads) Effectiveness Ratings for UK Paid Advertising Methods 56% 24% 33% Traditional Online Banner Ads 31% Promoted Posts (e.g., Facebook promoted posts, promoted Tweets) Native Advertising (long-form paid content placement on external sites) 46% Search Engine Marketing (SEM) Print or Other Offline Promotion Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SAY SEM IS EFFECTIVE 56% Note: Percentages comprise marketers who rated each paid advertising method as 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at All Effective.” Note: Content discovery tools does not appear on the paid methods effectiveness chart due to their low incidence of use. SPONSORED BY 21 CONTENT CREATION & DISTRIBUTION Which content offers does your organization ask its audience to subscribe to? 86% of UK marketers extend at least one content offer. Nearly all who extend offers focus primarily on eNewsletters and blogs. Content Offers UK Marketers Ask Audience to Subscribe to 5% 12% 8% Podcasts Other Online Community Blogs 4% Print Magazines 9% Digital Magazines 51% eNewsletters 74% Video Series 11% Do Not Extend Offers 16% SAY eNEWSLETTERS 74% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 22 GOALS & METRICS How important will each of these content marketing goals be to your organization in the next 12 months? Last year, 91% of UK marketers said engagement was an important goal. More are focused on sales this year than they were last year (84% this year vs. 77% last year). Organizational Goals for UK Content Marketing 84% Sales Engagement Brand Awareness Customer Retention/Loyalty Lead Nurturing Lead Generation Customer Evangelism/ Creating Brand Advocates Upsell/Cross-sell 83% 81% 78% 75% 75% 66% 58% SAY SALES IS AN IMPORTANT GOAL 84% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Percentages comprise marketers who rated each goal a 4 or 5 on a 5-point scale where 5 = “Very Important” and 1 = “Not at All Important.” SPONSORED BY 23 GOALS & METRICS How important are the following metrics that your organization uses? UK marketers rated website traffic, higher conversion rates, sales, and sales lead quality most highly in terms of how important they are to measuring the effectiveness or success of their organization’s content marketing program. Important Metrics That UK Content Marketers Use 81% Website Traffic Higher Conversion Rates Sales Sales Lead Quantity Data Capture Sales Lead Quality Social Media Sharing 80% 80% 79% 69% 68% 68% Brand Lift 68% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Percentages comprise marketers who rated each goal a 4 or 5 on a 5-point scale where 5 = “Very Important” and 1 = “Not at All Important.” Note: Additional metrics with importance ratings include: Subscriber Growth (66%), Customer Renewal Rates (66%), SEO Ranking (66%), Time Spent on Website (64%), Inbound Links (64%), Purchase Intent (62%), Qualitative Feedback from Customers (60%), and Cost Savings (30%). SAY WEBSITE TRAFFIC IS AN IMPORTANT METRIC 81% SPONSORED BY 24 GOALS & METRICS What is THE MOST important metric that your organization uses? When presented with the same list of metrics shown on p. 23 of this report—and asked, “which is the most important metric that your organization uses”—UK marketers were equally divided between sales and sales lead quality. *Responses with less than 8% include: Sales Lead Quantity (7%), Brand Lift (6%), SEO Ranking (3%), Social Media Sharing (3%), Data Capture (3%), Qualitative Feedback from Customers (3%), Inbound Links (2%), Purchase Intent (2%), Cost Savings (1%), Customer Renewal Rates (1%), Time Spent on Website (1%), and Other (3%). The Most Important Metric That UK Content Marketers Use Sales Lead Quality Sales Higher Conversion Rates Website Traffic Subscriber Growth Responses with less than 8%* 20% 20% 35% 9% 8% 8% SAY SALES AND ANOTHER 20% SAY SALES LEAD QUALITY 20% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 25 BUDGETS & SPENDING Approximately what percentage of your organization’s total marketing budget (not including staff) is spent on content marketing? UK marketers are spending a higher average proportion of total marketing budget on content marketing this year (29% this year vs. 26% last year). The most effective UK marketers spend 33% (on average), which is the same percentage they reported last year. Percentage of Total Marketing Budget Spent on UK Content Marketing Unsure 1%-9% 0% 10%-24% 25%-49% 50%-74% 75%-99% 20% 19% 20% 15% 16% 3% 4% None 100% IS THE AVERAGE 29% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 26 BUDGETS & SPENDING How do you expect your organization’s content marketing budget to change in the next 12 months? Last year, 64% of UK marketers said they would increase spending vs. 66% this year. 27% Remain the Same Decrease Unsure Increase 66% 1% 4% UK Content Marketing Spending (Over Next 12 Months) SAY THEY WILL INCREASE SPENDING 66% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 27 CHALLENGES & PRIORITIES What are your organization’s top five content marketing challenges this year? In terms of producing engaging content, the most effective UK marketers are less challenged than the overall sample (49% vs. 61%). The most effective UK marketers say measuring content effectiveness is their greatest challenge (61%). 58% Measuring Content Effectiveness Top Five Challenges for UK Content Marketers 61% 49% 40% Producing Engaging Content 58% Producing Content Consistently Measuring the ROI of Content Marketing Program Producing a Variety of Content SAY PRODUCING ENGAGING CONTENT 61% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Other challenges include: Gaps in Knowledge and Skills of Internal Team (32%), Lack of Budget (26%), Finding/Training Skilled Content Marketing Professionals/Content Creators (24%), Lack of Integration Across Marketing (22%), Lack of Buy-In/Vision from Higher-Ups Inside Our Organization (19%), Understanding/Choosing Technologies Needed (18%), Implementing the Technology Already in Place (10%), and Other Challenges (4%). SPONSORED BY 28 CHALLENGES & PRIORITIES What are the top five priorities that your organization’s internal content creators will focus on this year? When compared with the overall sample, the most effective UK marketers put creating more engaging content fourth on their list of priorities (54%). Their top priority is developing a better understanding of what content is effective—and what isn’t (68%), followed by creating visual content (63%) and finding more/better ways to repurpose content (61%). Additionally, when compared with the overall sample, the most effective UK marketers put more emphasis on becoming better storytellers, which is their fifth priority (46%), than on developing a better understanding of their audience (39%). Top Five Priorities for UK Content Creators 67% 46% 70% Creating More Engaging Content Better Understanding of What Content Is Effective — and What Isn’t Better Understanding of Audience 53% Finding More/Better Ways to Repurpose Content 58% Creating Visual Content SAY CREATING MORE ENGAGING CONTENT 70% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Other priorities include: Becoming Better Storytellers (42%), Content Optimization (35%), Becoming Stronger Writers (27%), Content Curation (20%), Content Personalization (20%), and Other Priorities (3%). COMPARISON CHART Profile of a Best-in-Class UK Content Marketer Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in effectiveness on a scale of 1 to 5, with 5 being “Very Effective” and 1 being “Not at All Effective.” Those who rate their organization a 1 or 2 are “least effective.” The numbers under “average/overall” represent total respondents. Most Effective Average/ Overall Organization is clear on what an effective or successful content marketing program looks like 88% 54% Describes organization as sophisticated/mature 78% 32% Meets daily or weekly to discuss content marketing program 56% 41% Finds meetings extremely or very valuable 78% 59% Has a documented content marketing strategy 46% 37% Has a documented editorial mission statement 49% 32% Average number of tactics used 14 13 Average number of social media platforms used 7 6 Average number of paid advertising methods used 4 4 Average percentage of total marketing budget spent on content marketing 33% 29% Plans to increase content marketing budget in next 12 months 63% 66% Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute SPONSORED BY 29 DEMOGRAPHICS Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends was produced by Content Marketing Institute and sponsored by Lionbridge. The sixth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of marketers using lists from Content Marketing Institute, MarketingProfs, the Association for Data-driven Marketing and Advertising (ADMA), the Business Marketing Association (BMA), Blackbaud, Industry Week, New Equipment Digest, and WTWH Media. A total of 3,714 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey during July and August 2015. This report presents the findings from the 133 respondents who said they were for-profit marketers in the UK (65% B2B, 11% B2C, and 24% both B2B+B2C). Any for-profit North America and Australia data referred to in this report also derive from the sixth annual content marketing survey. Additional reports based on the annual survey are available at www.contentmarketinginstitute.com/research. Special thanks to MarketingProfs for their assistance with the annual survey and the B2B North America and B2C North America reports. UK Industry Classification 33% 14% 14% 5% 3% 5% 25% ■ ■ Education Publishing/Media Other ■ Advertising/Communications/ Marketing/Promotions/PR Manufacturing Consulting ■ Technology/IT/Software/ Hardware ■ ■ ■ Size of UK Company (by Employees) UK Content Marketing Roles 31% 39% 12% 18% ■ Small (10-99 Employees) ■ Micro (Fewer than 10 Employees) ■ Midsize (100-999 Employees) ■ Large (1,000+ Employees) 58% Content Marketing Leader for Overall Program Writer Editorial Lead Website/Technology Traditional Marketing/ Paid Media 46% 39% 29% Internal Content Curator 33% 22% 14% Community Management Influencer Relations 16% 13% Agency/Freelance Relations 11% Audience Development 8% Sales Other 9% 14% Designer Content Marketing in the UK 2016: Benchmarks, Budgets, and Trends: Content Marketing Institute Note: Multiple responses permitted. SPONSORED BY 30 ABOUT Thanks to all the survey respondents and survey distribution partners who made this study possible. About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly 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 2012-2015 Inc. 500/5000 company. Watch this video to learn more about CMI. View all CMI research at www.contentmarketinginstitute.com/research. About Lionbridge As the world’s largest marketing localization firm, Lionbridge combines language expertise and operational capabilities to enable more than 800 world-leading brands to engage their global customers with the greatest impact. We provide industry-leading translation and localization services, as well as highly scalable global marketing solutions to fuel customer loyalty, enhance client service, ensure brand messaging, and drive global growth. By leveraging our global operating model, flexible approach to technology, and deep language and cultural expertise to support global marketing execution, brands are able to deliver local relevance on a global scale. SPONSORED BY 31 </p>