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Content marketing in the UK 2015 Benchmarks, Budgets and Trends

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Content marketing godfather Joe Pulizzi and Fergus Parker from Axonn Media discussed the results of the latest CMI research into the state of the UK content marketing industry.

Find out what other marketers are doing, where they are spending their budgets and how they are achieving results.

Joe and Fergus also shared their predictions for what will happen in the industry in 2015 and how marketers in UK and the rest of Europe can prepare.

If you have any questions about the presentation, please get in touch!

twitter.com/axonnmedia
inbound@axonn.co.uk
+44 (0) 207 517 2200
www.axonn.co.uk

You can also subscribe to our weekly newsletter to be kept up to date with the latest in content marketing: go.axonn.co.uk/newsletter

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Content marketing in the UK 2015 Benchmarks, Budgets and Trends

  1. 1. Content marketing in the UK 2015 Benchmarks, Budgets, and Trends With key insights from: V‘ Joe Pulizzi - CMI founder and Godfather of Content Marketing
  2. 2. CONTENT MARKETING IN THE UK 2015: BENCHMARKS, BUDGETS, AND TRENDS
  3. 3. HOW UK MARKETEHS HATE THE EFFECTIVENESS OF THEIR 0HBAN| SAT|0NS' USE OF CONTENT MARKETING TTw 37% 18% no YOU HAVE ACOIITENT srrscnvsusss nnnussrnnsocuu MEDIA MARKETING STRATEGY? TWITTER http: //bit. Iy/ benchm: Ek‘$2015|G I CONTENT MARKETING msmure
  4. 4. HOW UK MARKETERS RATE THE EFFECTIVENESS OF THEIR ORGANISATIONS’ USE OF CONTENT MARKETING Very Effective 5% éT¢ 36% 37% North America: B2C Very Effective 8% 18% North America: B2B Very Effective 8% CONTENT MARKETING INSTITUTE‘
  5. 5. DO YOU HAVE A CONTENT MARKETING STRATEGY? A 36% YES. and It is documented 5I%YE$. but It as not documented II"/ uNO 2% UNSIIRE I-low UK marketers rate their organisations’ success at tracking ROI (9 7% successful I ® 21% Successful I3 34% 21% successful 50/ Notatall 0 successful QED CONTENT MARKETING | NS11TUTE‘
  6. 6. Engagement lead generation lead nurturing
  7. 7. . cc 7 I 7 . r:4 . p 5 4 if‘ ? K. I; K ’ CONTENT I MARKETING INS11TU'| 'E'
  8. 8. Changein UK Content Creation ' V _ ' (Over Last 12 Months) Significantly More More é I Same Amount ‘ I I Less Unsure A CONTE V‘ I I I: :;; F;; -§}, E. l-‘. O I‘ I
  9. 9. UK Content Marketing Tactic Usage 89°/ o 88°/ o 85°/ o 82% I I t E 80°/ o 73°/ o 72% 63% 61% 50°/ o 50°/ o 0 10 20 30 40 50 60 70 N 90 100 Content Malketmg III the UK 2015 Benchmarks, Budgets, and Trends Content Marketing Institute/ DMA UK CONTENT MARKETING INSTITUTE‘ <50% usage Research reports eBooks Print magazines Books Digital magazines Mobile apps Print newsletters Games/ Gamification Virtual conferences Podcasts
  10. 10. UK Content Marketing spending Challenges that UK Marketers Face (Over Next 12 Months) Producing Engaging Content Significantly Increase 13% Producing Content Consistently 4: 30/0 Increase Lack of Budget Remain the Same 2 GI‘ L) Measuring Content Effectiveness Decrease 1% Producing avariety of Content Unsure Technology-related Challenges Gaps in Knowledge and Skills of Internal Team Finding Trained Content Marketing Professionals '2 7 0, ’o Lack of Integration Across Marketing Lack of Buy-in/ Vision from Higher-Ups 18°/ o CONTENT MARKETING INSTITUTE’
  11. 11. I MARKETING ‘I . '—' A, t ’ A’ ‘I I .1‘ TV. ‘ U . ,_, i 1-- / J")/ ' CONTENT lNS'| T|'UTE'
  12. 12. , MARKETING CONTENT INSTITUTE’
  13. 13. HOW UK MARKETERS RATE THE EFFECTIVENESS OF THEIR ORGANISATIONS USE OF CONTENT MARKETING CONTENT MARKETING IN THE UK 2015: BENCHMARKS, BUDGETS, AND TRENDS m YIN] HAVE A (INTENT “ E! ET1M'| '$FflflH. Ifl MARKETING STRATEGY7 ‘ ‘ http: //contentmarketinginstitute. com/2014/I2/uk-2015-content-marketing-research/ http: //bit. |y/ benchm arks ZOISIG / CONTENT ( ‘ MARKETING I INS'I'I‘I'U'I'E' ‘/
  14. 14. % - A ’ % [super aesome , . martuingout “ verarketshldoll 4/ *_'! wv. '.arzomco. uk/ biog CONTENT MARKETING l_ ' I I INs. rn. u.| .E. I I O I I
  15. 15. ’ ‘ 3 1 ‘-i .7 > . ' P4‘ uréfii * ’ . _! _l x — 1T ‘ii 7 ' . .1 4 L w n , ‘ 71:’ I‘ '-r . _ «E . .! ». > . » ‘ . ¢* » ; .—— ‘ . _ M .1 ‘, 'r‘ _ , I~s " - ~ _~[ ‘ . . F: -*3 WA N = =~: : ': j‘; —n J I _— jir rz-'1‘; ‘: L<@< CONTENT MARKETING INSTITUTE’ go. axonn. co. uk/ newsletter . -’-‘. : O I" N
  16. 16. January16“‘ I www. axonn. co. uk/ webinars I 5 Z * ’ ‘ -' L‘ ‘E II/ /“‘{_’ ‘ K / __. .—" ‘}». 4‘ s. ‘._/ jf «- _ : . flu, I ‘"0 @ , I ‘z :4’, --44-‘ .412; ‘W 1.4-! ’ d Karen Webber | Marketing Director | Axonn Media @webber_karen | @axonnmedia I #AxonnTips CONTENT ) MARKETING INS111'U1'E'
  17. 17. /7" I4.. ~.«_. ‘ _ 5-! 'u A O N N ‘? m.H. ::CIII| II *; .§’I‘2:i. IET'“. LG @(I= ‘I: COi1i€i‘li§ INSTITUTE‘ @JoePII| izzi _‘ A ; ;.u"; 'j; _ _-»j @Fergus_Parker

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