the big uk content marketing benchmarks study 2015
TRANSCRIPT
UK Content Marketing Social Media Platform Usage
Metrics for UK content marketing success
61%
47%
44%
41%
40%
40%
33%
33%
32%
31%
96%
69%YouTube
68%SlideShare
36%
89%
37%
Google+
68%
Blogs 2015 2014
85% 86%Vs
Infographics2015 2014
61% 57%Vs
Video2015 2014
73% 76%Vs
White Papers2015 2014
50% 55%Vs
Mobile Apps2015 2014
32% 34%Vs
How Uk Marketers Rate The Effectiveness Of Their organisations’ Use Of Content Marketing
Very effective
6%Not at
all effective
3%Effective
36%Neutral
37%Not veryeffective
18%
75%
61%
@YOUTUBE
50%
@SLIDESHARE
37%
29%
24%
@GOOGLE+
19%
Do you have a contentmarketing strategy?
51% Yes, but it is not documented
11% no
2% Unsure
36% Yes, and it is documented
All Friends Family Acquaintances More Mentions
Benchmarks Study 2015
The Big UK Content
Marketing
Source: Content Marketing in the UK: 2015 Benchmarks, Budgets, and Trends is produced by the Content Marketing Institute and DMA UK, and is sponsored by Axonn Media.
Listen to our CEO Fergus Parker and industry leaderJoe Pulizzi discuss content marketing trends at
www.axonn.co.uk/webinars
In-person eventsBlogs
Social media contentCase studies
WebinarseNewsletters
Articles on their websitesVideos
White papersInfographics
72%67%64%63%60%58%57%57%56%55%
How UK marketers ratetheir organisations’ successat tracking ROI
Not at all successful5%
Not verysuccessful21%
Verysuccessful7%
Neutral34%
Successful21%
Effectiveness ratings for UK tacticsOf all the tactics that UK marketers use, these are the 10 they say are most effective:
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"The secret to contentmarketing success is to document your strategyand follow it closely."
"Research. Develop your strategy. Write it down. Tell others. Follow it closely. Measure. Tweak. Repeat."
Karen WebberMarketing DirectorAxonn Media
1 Producing engaging content 51%
2 Producing content consistently 46%
3 Lack of budget 46%
4 Measuring content effectiveness 40%
5 Producing a variety of content 34%
6 Technology-related challenges 29%
7 Gaps in knowledge and skills of internal team 27%
8 Finding trained content marketing professionals 27%
9 Lack of integration across marketing 26%
10 Lack of buy-in/vision from higher-ups 18%
Challenges UK marketers face:
Content MarketingTactics 2015 Vs 2014
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Joe PulizziFounder of the ContentMarketing Institute
Website traffic
Higher conversion rates
Sales
Sales lead quality
SEO ranking
Time spent on website
Inbound links
Subscriber growth
Sales lead quantity
Effectiveness Ratings for Social media
Qualitative feedback from customers
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