Content marketing in the UK: 2015 benchmarks, budgets, and trends

Introduction

Welcome to the third annual Content Marketing in the UK 2015: Benchmarks, Budgets, and Trends. This year, we look at how UK for-profit marketers (both B2B and B2C) approach content marketing as compared with last year.

One of the most prominent findings this year is that UK marketers have becomemuch more focused on their goals for content marketing—and those goals have changed. The percentage of marketers who say lead nurturing is a goal, for example, has nearly tripled. Engagement has surpassed brand awareness as the most often cited goal. Even so, creating engaging content is the top challenge for UK marketers; yet, many are working on initiatives to improve in that regard.

As was the case last year, UK marketers feel more effective at content marketing when compared with many North American and Australian marketers, which are groups that Content Marketing Institute (CMI) also reports on. As CMI found with all groups, having a documented content marketing strategy is an important key to success. You can download the full report here.

Best wishes on your continued content marketing journey.

Yours in content,

Joe Pulizzi
Founder
Content Marketing Institute

Chris Combemale
Executive Director
DMA UK