Seventy-five percent of content marketers surveyed in the United Kingdom say Twitter is effective for them. This is the highest effectiveness rating ever for a social media platform in all the research done by the Content Marketing Institute (CMI). That’s just one of the eye-opening findings in the new research, Content Marketing in the UK 2015: Benchmarks, Budgets and Trends, from CMI and the DMA UK.
This is the third year for one of the most highly-anticipated content marketing research reports in the UK. This year’s survey, sponsored by Axonn Media, looks at how UK for-profit marketers (both B2B and B2C) approach content marketing as compared with last year. Aside from getting great results from Twitter, another prominent finding from the survey is that UK marketers are much more focused on their goals for content marketing and that those goals have changed.
“It’s fascinating to see how UK marketers have shifted their goals for content marketing over the last year to focus more on engagement, leads, and sales,” says Joe Pulizzi, founder, Content Marketing Institute and author of Epic Content Marketing. “There’s been this increased emphasis on lead nurturing in particular, with the percentage who cite it as a goal nearly tripling. This tells me that a lot of marketers have taken a closer look at what they want to achieve with content marketing, and I suspect the next step for many will be to fine-tune their strategy around those goals.”
Even so, creating engaging content is one of the top challenges for UK marketers; yet, many are working on initiatives to improve in that regard.
“Effective one-to-one engagement requires marketers to deliver campaigns that provide real value to their customers,” explains Chris Combemale, executive director, DMA UK. “This demands producing compelling, tailored content in a multi-channel environment. New platforms, new technologies and new channels have enabled even greater innovation in the content marketers produce. As this research shows in detail, UK marketers are rising to the strategic and creative challenges of content marketing, with continual growth in confidence and competence. This report is essential reading to gain insight into, and understanding of, content marketing strategies that excel.”