LinkedIn Is in for UK Content Marketers - eMarketer

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LinkedIn Is in for UK Content Marketers

Marketers and consumers trust LinkedIn when it comes to content marketing

January 21, 2015

Social media topped the list of content marketing tactics used by content marketers in the UK in 2014, according to the latest benchmarking report from the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA UK), released last month.

Social Media Sites Used to Distribute Content by UK Content Marketers, 2013 & 2014 (% of respondents)

The most popular social platform, overtaking Twitter, was LinkedIn, with 96% of respondents using it to distribute content in 2014. Twitter was 7 percentage points back on 89%, while omnipresent Facebook was a further 20 percentage points behind with 69%.

LinkedIn’s popularity was decidedly out of kilter with time spent on the platform by its users. According to May 2014 research from Harris Interactive UK, social network users in the UK spent just 30 minutes daily on the site. This was the least time spent across all social networks and well down on the almost 2 hours that users devoted to Facebook each day.

Daily Time Spent on Social Networks Among UK Active Social Network Users, by Site, May 2014 (hrs:mins)

Of course, time spent doesn’t necessarily equate to efficient content marketing. There are many things to take into consideration when a content marketing strategy is put in place, and posting to a platform with high levels of consumer trust may be the factor that’s persuading marketers to head down the LinkedIn route.

April 2014 polling by YouGov asked UK internet users which social media platforms were most trustworthy when it came to posted information. While highly specialized sites, the likes of TripAdvisor and, topped the poll, LinkedIn was the highest-ranked of the “mainstream” social networks, cited by 69% of respondents.

The logic being extended by content marketers seems to be that trust in the platform equates to a better chance of content marketing success on the platform. They’re placing their trust where consumers already place theirs.

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