Our research on 'Content Marketing in the UK' with the help of Tapestry Research, conducted in April 2014 compiles results from nine key questions we asked 100 top tier communication professionals about their organisation's content development & management approach.

1. MSLGROUPpresents...
Content Marketing in the UK:
Trends and Insights
So in summary…
Increased commitment to content
29%65% 44%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
51% 38%
Bullish about content
The content rush shows no sign of abating
94% 71% 91% 88%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
of companies plan
to produce even
more next year
Budgets are being used to create but not amplify or measure
not all organised organised for content yet
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
25%
28%
19%
25%
But...
Organisational issues at play
21% 20%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
44% 19%29%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
££
£
£
“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”
“We have teams within
marketing - comms, digital
and social - that all work closely
together to ensure that content
is used across all channels”
Siloed Centralised Integrated
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 victoria.sugg@mslgroup.co.uk
Investmentsandcommitmenttopublishingmore
contenthasmovedfrombuzzwordtocorporate
strategy.However,mostcompaniesarestillfacing
growingpainsalongtheway:
-Organisationalissuesareatplay
-Newsetofskillsandresourcesneeded
-Loomingthreatofreachandattentiondecline
@MSLGROUPLONDON
UK.MSLGROUP.COM