Content marketing in the UK: 2013 benchmarks, budgets, and trends

Executive summary

• 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!

You can download the full report here.