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UK Marketers to Boost Content Budgets

Content quantity and quality still pose challenges

July 17, 2013

A significant proportion of UK content marketers expected to increase their budgets in the coming year, according to joint research from January 2013 by the Content Marketing Institute (CMI) and the Direct Marketing Association UK. But marketers have concerns about both how to generate enough content and the quality of the content they’re producing.

Change in Content Marketing Spending According to UK Content Marketers, Jan 2013 (% of respondents)

The majority of those surveyed—64%—predicted they would either “increase” or “significantly increase” their budgets, with just 3% expecting to decrease spend. Similarly, content marketing agency NewsReach found in Novemeber 2012 that 78% of UK marketers said they would invest in content marketing.

Nonetheless, there are significant challenges to effective content marketing. The top challenges cited by UK content marketers in the CMI survey were producing enough content (at 57% of respondents), producing content that engages (49%), producing a variety of content (39%) and an inability to measure content effectiveness (38%).

Content Marketing Challenges According to UK Content Marketers, Jan 2013 (% of respondents)

According to the report, the firms with the most effective campaigns were the ones that invested the most in content and used the greatest number of content tactics. Leveraging social media channels effectively to distribute that content was also an important accomplishment among leading content marketers, with Twitter and LinkedIn as the top social channels for content dissemination, followed closely by Facebook.

The study also found that the best content marketers were not concerned with producing engaging content; they were much more concerned with producing enough of the content they already know to be strong. So, despite their concerns, UK marketers seem content to pursue content going forward.

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