CM-2018英国内容营销趋势（英文版）-2018-38页-3mb

2018 UK Content Marketing Summary

Core Content Marketing Overview

The 2018 UK Content Marketing Report provides insights into the current state of content marketing practices across UK organisations. It highlights trends in strategy, budget allocation, team organisation, and the effectiveness of content creation and distribution. The report is based on a survey of 117 UK content marketers, representing a variety of industries and company sizes.

Organisation's Commitment to Content Marketing

• Commitment Levels:

  • 50% of organisations described their commitment as extremely or very committed.
  • 43% said they were somewhat committed.
  • 8% said they were not very or not at all committed.

• Success Levels:

  • 75% characterised their organisation's overall content marketing approach as extremely, very, or moderately successful.
  • 68% reported an increase in content marketing success compared to the previous year.

• Impact of Commitment:

  • Marketers in "most committed" organisations are more likely to achieve success in content marketing.
  • These organisations are more likely to have a documented strategy, better project management flow, and realistic expectations about content marketing's capabilities.

Content Marketing Maturity Levels

• Sophisticated/Mature (38%):

  • Organisations that are more mature in content marketing are better at aligning metrics with goals and have more structured approaches.

• Adolescent (26%):

  • These organisations have developed a business case and are seeing early success, but are still working on measurement and scaling.

• Young/First Steps (34%):

  • These are in the early stages of content marketing, often struggling with strategy and measurement.

• First Steps (7%):

  • Organisations that have not yet established content marketing as a formal process.

Content Creation & Distribution

• Content Creation:

  • 42% of organisations outsource content creation.
  • The average number of content types used is 5, with case studies, email, and LinkedIn being the most effective.

• Distribution Formats:

  • The average number of formats used is 4, with email, blogs, video, and social media being the most common.

• Social Media Platforms:

  • The average number of platforms used is 4, with LinkedIn, Facebook, and Twitter being the most effective.

• Email Marketing:

  • 44% of organisations send monthly newsletters.
  • The average number of email types used is 3, including newsletters, drip campaigns, and automated emails.

Goals & Metrics

• Alignment with Goals:

  • 43% of organisations do an excellent, very good, or good job of aligning metrics with content marketing goals.
  • 40% said they do a fair or poor job.

• ROI Measurement:

  • 64% of organisations measure ROI, while 36% do not.
  • Top reasons for not measuring ROI: “we need an easier way to do this” (41%) and “no formal justification is required” (38%).

• Metrics Demonstrated:

  • 83% of marketers can demonstrate how content marketing has increased audience engagement.
  • Only 34% can show how it has decreased the cost of customer acquisition.

Budgets & Spending

• Average Budget Allocation:

  • On average, 30% of total marketing budgets are spent on content marketing.
  • The most committed organisations spend 40%, while somewhat committed ones spend 19%.

• Future Budget Expectations:

  • 45% of respondents expect an increase in their content marketing budgets over the next 12 months.

Team Organisation & Technology Use

• Team Structure:

  • Larger organisations are more likely to have centralised content marketing teams.
  • 39% of respondents said their organisation uses content marketing as part of its strategy.

• Technology Use:

  • On average, organisations use three digital technologies for content marketing.
  • Analytics tools (81%) and email marketing-focused technology (78%) are the most commonly used.

Methodology & Demographics

• Survey Methodology:

  • The survey was conducted in 2017 and included 2,190 global respondents.
  • The report focuses on 117 UK for-profit organisations, with 66% being B2B, 9% B2C, and 25% both.

• Demographics:

  • Organisations vary in size from micro (fewer than 10 employees) to large (1,000+ employees).
  • Industries represented include advertising, technology, consulting, manufacturing, and publishing.

Key Takeaways

• Commitment Drives Success: Higher organisational commitment to content marketing correlates with better outcomes.
• Strategic Alignment is Critical: Marketers need to align content marketing efforts with clear goals and metrics.
• Technology and Outsourcing are Common Practices: Analytics and email marketing technologies are widely used, and content creation is often outsourced.
• Budgets are Increasing: Many organisations are planning to increase their content marketing budgets in the coming year.