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MSLGROUP presents...

Content Marketing in the UK: Trends and Insights Investments and commitment to publishing more content has moved from buzzword to corporate strategy. However, most companies are still facing growing pains along the way: - Organisational issues are at play - New set of skills and resources needed - Looming threat of reach and attention decline

Bullish about content

The content rush shows no sign of abating

94% 71%

consider content an effective way to engage the audience

see content as a new way to reach their target audience


of companies produced more content than last year

88% of companies plan to produce even more next year

Increased commitment to content ££ £

65% 44% 29% have more interest from senior managers in the company’s digital content strategy as compared to a year ago

said they have more budget than last year for digital content

expect to increase the % of the marcomms budget they invest in creating and distributing digital content vs 2013

Companies are investing in organising for content



have more expertise internally in creating and distributing digital content compared to a year ago

have more internal staff dedicated to creating and distributing digital content for the company

But... Organisational issues at play

21% 17% only 21% have the right organisation or structure internally to ensure they utilise all of the great content that resides in the company


only 17% say content is easily retrievable in their organisations

only 20% have a content repository

Budgets are being used to create but not amplify or measure


££ £

44% 29% 19% Only 44% have more budget for creating digital content

But only 29% have no budget for paid media

And only 19% have more budget for measuring the impact of their digital content

Prerequisites not always in place



only 25% have done a content audit

only 19% have a big enough team dedicated to creating & distributing digital content



only 28% have the right skill set internally to create and distribute digital content

only 25% have the right skill set internally to measure the impact of digital content

not all organised organised for content yet



“Content probably exists within various business units which would make good corporate content, but we have no way of knowing that it exists”

“Everything published has to come to corp comms for sign off first so we see everything being produced”

Integrated “We have teams within marketing - comms, digital and social - that all work closely together to ensure that content is used across all channels”

So in summary… Over the next 12 months we expect to see a growing divide between companies that organise for content and those that do not. Those that can measure success, refine and invest cannily in the amplification and promotion of their content will reap the rewards in terms of influence and reputation enhancement. For further details of MSLGROUP and how we can support you in your content challenges please email


Infographic: Content Marketing in the UK: Survey Results  

Our research on 'Content Marketing in the UK' with the help of Tapestry Research, conducted in April 2014 compiles results from nine key que...

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