Twitter is Where It’s at for Content Marketers in the UK

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.

Content Marketing Institute releases new 2015 research on the state of content marketing in the United Kingdom. (PRNewsFoto/Content Marketing Institute)

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.”

There are many more eye-opening findings in the full report.
Our SlideShare presentation is available for download.
Graphics, charts, pictures, quotes and more, are available in Dropbox.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

Internet Psychology

Is your brain back to front?

British businesses will spend this weekend on tenterhooks as they wait for Monday’s announcement from the Government about the ending of lockdowns. For the past couple of weeks, the mutterings from 10 Downing Street suggest

Read More »
blank
Internet Psychology

Can you do boring tasks?

Last week, not far from the M25 in Buckinghamshire, the biggest-ever boring machine in the UK started its slow churn through the Chiltern hills to dig a tunnel for the HS2 rail system. It will

Read More »
Fence painting
Online Business

When did you last paint your garden fence?

If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.

Read More »