Virtually all marketers in the UK are utilising content marketing to engage consumers, boost website rankings and improve SEO.
Nine in ten (94 per cent) of UK marketers have adopted content marketing, with the figure rising to 97 per cent among B2C marketers, according to the — Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends — conducted by the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA).
On average, 27 per cent of marketing budgets in the UK are allocated to content marketing and if anything this figure will only rise.
Two-thirds (64 per cent) say they will increase the amount they allocate to content marketing over the next 12 months.
On average, UK marketers use 13 content marketing tactics, whilst their North American and Australian peers use 12.
The most popular tactics are “articles on your website,” “social media (other than blogs),” and “eNewsletters.”
Improving SEO and site ranking is key, with marketers in the UK, Australia and the US consistently ranking website traffic as their top metric.
The biggest challenge for marketers is producing enough content and creating engaging content strategies.