Welcome
Diferences Between UK Marketers
by Organisation’s Commitment to
Content Marketing
Usage & Team Organisation
Commitment & Overall Success
Content Marketing Strategy & Technologies
Content Creation & Distribution
Goals & Metrics
Budgets & Spending
Methodology/Demographics
About
TABLE OF CONTENTS41019
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29SPONSORED BY
WELCOMEGreetings Marketers,
It’s a pleasure to be reporting on the practices of UK content marketers for the sixth year. Content marketing has changed quite a
bit since 2013, so our annual survey has evolved as well.
In 2018, UK marketers will need to ensure that they’ve set appropriate goals for content marketing (based on their organisation’s
unique objectives)—and that they’ve aligned those goals with the right metrics. As you will see on page 30, 40% of those surveyed
said they’re doing a fair or poor job in this area.
One of the most interesting observations was how big of a diference a slight increase in an organisation’s commitment to content
marketing can make. When marketers move from the neutral position of being “somewhat” committed—to the stronger positions
of “very” or “extremely” committed—there’s a good chance they’ll improve their overall content marketing success (see the chart
on page 4).
Special thanks to our report sponsor, Tomorrow People, an award-winning UK B2B content agency that helps us disseminate
these research fndings. We hope you fnd the information valuable as you plan your content marketing activities for 2018 and
beyond!
Yours in content,
Lisa
Murton Beets
Research Director
Content Marketing Institute
SPONSORED BY
SPONSORED BYCOMPARISON CHART
Most
Committed
All
Respondents
Somewhat
Committed
Organisation’s overall content marketing approach is extremely/very successful38%23%5%
Has a documented content marketing strategy58%38%19%
Organisation does an excellent, very good, or good job of aligning metrics with
content marketing goals
50%43%32%
Percentage of total marketing budget spent on content marketing (average)40%30%19%
Rates project management fow during content-creation process as excellent/very good47%35%21%
Agrees that organisation has realistic expectations about what content marketing
can achieve
83%59%40%
Always/frequently delivers content consistently (e.g., on a defned, regularly
scheduled basis)
78%56%34%
Agrees that organisation values creativity and craf in content creation and production96%75%57%
Agrees that leadership team gives ample time to produce content marketing results73%58%43%
Diferences Between UK Marketers by
Organisation’s Commitment* to Content Marketing
Content Marketing in the UK 2018—Benchmarks, Budgets, and Trends. Content Marketing Institute.
*Chart term defnitions: The “most committed” respondents are those who describe their organisation’s commitment level to content marketing as extremely or very committed. The
“somewhat committed” describe it as somewhat committed.
Base: UK content marketers.。