Content Marketing in the UK: Trends and Insights

Curing the content headache

Full results

Executive summary

2

Data

Q1. In your company, where is digital content managed?

54% 46%

43%

9%

4

Q2. Is your company producing original content specifically for digital channels or repurposing existing content made for TV, print or other media?

45%

44%

12% 8% 3%

5

Q3. Which of these describes your company?

6

79%

41% 25%

22%

22%

20%

17% 7%

Q4 .Which digital channels are you using currently to distribute and share your content?

7

93%

Corporate communications

80%

73%

73% 65%

61%

65%

Consumer communications

65% 51%

44%

49%

45%

40%

39%

28% 21%

32%

29% 18% 16%

16% 15% 2%2%

Q5. For which of the reasons below is your company producing digital content?

94%

71%

64%

53%

39%

35%

34%

31%

8

Q6. Would you say you are distributing more, less or the same amount of digital content compared to a year ago?

What about in a year's time, do you think you will be distributing more, less or the same as you are now?

10%

9%

91%

88%

9

Q7A. In 2013, what % of your marketing/ communications budget did you invest in creating and distributing digital content?

In 2014, what % do you expect to see invested in it?

0

2% 36%

37% 32%

2% 9%

29%

6%

14%

10

Q7B. Do you expect to increase or decrease in investment in creating & distributing digital content in 2014 vs 2013?

0

29%

71%

11

Q8. Compared to a year ago would you say you have more, less or the same of each of these?

1% 29%

48%

19%

44%

44%

12

Q8. Compared to a year ago would you say you have more, less or the same of each of these?

16%

6%

19%

38%

50% 58%

13

Q8. Compared to a year ago would you say you have more, less or the same of each of these?

3%

1%

30% 43%

51% 58%

14

Q8. Compared to a year ago would you say you have more, less or the same of each of these?

1% 34% 65%

15

Q9. Do you think your company has what it needs to be successful with your digital content in 2014?

22%

28%

38%

32%

40%

40%

31%

36%

33%

16

Q9. Do you think your company has what it needs to be successful with your digital content in 2014?

39%

23%

49% 42% 19%

28%

31%

44%

25%

17

40%

39% 21%

Q9. Do you think your company has what it needs to be successful with your digital content in 2014?

19%

9%

2% 28%

18

16%

38% 52%

47% 53% 34%

70% 32%

Q9. Do you think your company has what it needs to be successful with your digital content in 2014?

4% 30%

20%

42%

11%

51%

66% 38%

38%

19

Finally, looking ahead to the next year, please choose your three biggest challenges from the list below.

1st

2nd

3rd

4th

51%

49%

35%

33%

20

Defining what is good content

21

Needle in the haystack

22

Needle in the haystack

23

Sharing is not in our culture

24

Methodology

Methodology

Methodology

27

Methodology

28

Methodology

29

Stanislas Magniant Head of Digital & Social, EMEA

@StanM