2018英国内容营销趋势（英文版）_36页_2mb

Summary of UK Content Marketing 2018: Benchmarks, Budgets, and Trends

Core Content Marketing Overview

The 2018 UK Content Marketing report by the Content Marketing Institute highlights the evolving landscape of content marketing practices across the UK. It outlines key benchmarks, budgets, and trends for content marketers, emphasizing the importance of goal setting, strategy, and measurement.

Organisation's Commitment and Success

• Commitment Levels: 50% of UK content marketers described their organisation's commitment to content marketing as extremely or very committed, while 43% considered it somewhat committed and 8% as not very or not at all committed.
• Success Levels: 75% of respondents characterised their organisation's content marketing approach as extremely, very, or moderately successful.
• Improvement Trends: 68% of marketers reported an increase in content marketing success compared to the previous year.

Impact of Commitment on Success

• A shift from "somewhat" to "very/extremely" committed significantly improves content marketing outcomes.
• The report includes a chart (page 4) showing that more committed organisations are more likely to achieve success in content marketing.

Content Marketing Maturity Levels

• Sophisticated/Mature: 39% of organisations are in the sophisticated/mature phase, indicating they have established processes and measurement systems.
• Adolescent: 26% are in the adolescent phase, showing early success and growing sophistication in measurement and scaling.
• Young/First Steps: 34% are in the young/first steps phase, experiencing growth pains and challenges in strategy and measurement.
• First Steps: 7% are in the first steps phase, not yet making content marketing a formal process.

Content Marketing Structure and Team Organisation

• Larger organisations are more likely to have centralised content marketing groups that manage multiple brands or product lines.
• The report includes a diagram (page 6) illustrating the organisational structure of content marketing teams in the UK.

Content Marketing Strategy

• Strategy Existence: 78% of UK organisations have a content marketing strategy, with 38% documenting it and 40% having a verbal strategy.
• Strategy Alignment: 50% of organisations align metrics effectively with content marketing goals, while 43% are somewhat aligned and 32% are poorly aligned.

Content Creation and Distribution

• Content Types: The top content types used are case studies, email, and LinkedIn, with an average of 5 types used across organisations.
• Distribution Formats: Email, webinars, print (magazines and other), and digital magazines are the most commonly used formats, with an average of 4 formats used.
• Social Media Platforms: LinkedIn, Facebook, and Twitter are the top platforms used for content marketing, with an average of 4 platforms used.
• Email Types: Monthly newsletters are the most frequently used, with 44% of respondents sending them. Other types include weekly and bi-weekly newsletters.

Project Management and Process Efficiency

• Project Flow Ratings: 35% of marketers rated project management flow as excellent or very good, while 27% found it fair or poor.
• Consistency: 78% of organisations consistently deliver content on a defined schedule.

Content Marketing Technologies

• Technology Use: On average, organisations use three digital technologies for managing content marketing efforts.
• Top Tools: Analytics tools (81%) and email marketing technology (78%) are the most widely used.

Metrics and ROI Measurement

• Metric Alignment: 43% of organisations align metrics well with content marketing goals, while 40% do so fairly or poorly.
• ROI Measurement: Only 57% of organisations measure content marketing ROI, with 36% not measuring it due to challenges like lack of tools or formal justification.
• ROI Demonstration: 83% of marketers can demonstrate how content marketing increases audience engagement, but only 34% can show a decrease in customer acquisition cost.

Budget Allocation and Expectations

• Budget Allocation: On average, 30% of total marketing budgets are allocated to content marketing.
• Commitment vs. Budget: The most committed organisations spend 40% of their budget on content marketing, compared to 19% for somewhat committed ones.
• Budget Expectations: 45% of marketers expect their content marketing budget to increase over the next 12 months.

Methodology and Demographics

• Survey Methodology: The report is based on an eighth annual survey of 2,190 global marketers, with 117 UK respondents.
• Industry Classification: The report includes data from various industries such as agencies, technology, consulting, manufacturing, and publishing.
• Company Size: Respondents represent companies with different sizes, from micro (fewer than 10 employees) to large (1,000+ employees).
• Revenue Range: Organisations range from those with less than $1 million in revenue to those with more than $1 billion.

Key Takeaways

• Commitment Matters: Higher organisational commitment to content marketing correlates with better success and more efficient processes.
• Strategy and Tools: Most organisations have a strategy, but documentation and measurement practices vary.
• Budget Trends: There is a growing investment in content marketing, with 45% expecting an increase in the next year.
• ROI Challenges: Measuring ROI remains a challenge, with many organisations citing lack of tools or justification as barriers.

This report provides valuable insights for UK marketers aiming to improve their content marketing practices, align budgets with strategic goals, and enhance measurement capabilities.