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The growth in content marketing [#DigitalInsights]

Author's avatar By Susanne Colwyn 09 Sep, 2014
Essential Essential topic

Which are the most popular content marketing tactics used by UK Marketers?

We are all working to exploit the ''content marketing revolution' and are feeling the pressure of keeping up with fresh, engaging content. The Content Marketing Institute's report reminded us that there is continued growth to increase this year in the UK as 76% of Marketers are using content marketing more than they did last year, regardless of the challenge of resources to produce sufficient, engaging content. Content marketing was used by 88% of respondents, perhaps a misleading figure since the survey was completed by the Content Marketing Institute.

Content Marketing Use in the UK

Source: Content Marketing Institute, 2014 Benchmarks, Budget and Trends report

What's behind the growth in content marketing?

Are we realising the ROI as we can measure the impact of content marketing on our bottom line? Content is part of our daily marketing lives, whether we like it or not, as it's interwoven throughout our marketing channels - across search, social, email marketing, our website or even face to face as we are more aware of how we are portraying our business and value propositions.

As Marketers or more importantly as human beings, we are motivated by often benchmarking ourselves against our peers and curious to know what's going on outside of our business, and asking ourselves are 'we the only ones?', 'are we doing it right?'

So before you read further, how many content marketing tactics do you think are being adopted by 'for profit UK marketers'?

Answer - The Content Marketing Institute's report shows on average UK Marketers use 14?

In the UK, tactics are used more often than the North American and Australian marketers for which data is also available and the top 3 content tactics are social media content (excluding blogs), blogs and website articles.


Author's avatar

By Susanne Colwyn

Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.

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