UK Marketers Spend 27% Of Budgets On Content Marketing

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A new report revealing that, on average, companies across the UK designate 27% of their marketing budgets for content marketing and deploy 13 content marketing tactics when devising their strategies.

This is according to a study carried out jointly by the Content Marketing Institute (CMI) and the Direct Marketing Association (DMA). The research, titled “Content Marketing in the UK: 2013 Benchmarks, Budgets and Trends,” showed that overall, UK marketing professionals are spending more on content marketing than North American and Australian colleagues. In addition, 64% of UK marketers intend to boost investments in the field over the coming 12 months.

The most popular content marketing method used by local marketers is posting articles on the company’s website and establishing a presence on a social media platform, each cited by 90% of the 190 respondents who took part in the survey. Sending eNewsletters to customers and carrying out case studies were tactics used by 85% and 83% of marketers, respectively.

UK content marketers rely on four social media outlets on average to build brand knowledge. Twitter is the channel content marketers use most (82%), followed by LinkedIn (78) and Facebook (76%).

Content marketing seems to be more popular in the UK than anywhere else, Joe Pulizzi, Founder of Content Marketing Institute and co-author of Managing Content Marketing, commented. Local marketers not only allocate considerable amounts for content marketing, but they also give themselves higher marks as to effectiveness, he added.