Now that brands are more confident than ever with their content marketing prowess, they need to learn how to leverage it. Utilising content as the building blocks for a complete campaign is the first step, then to get results, it is necessary to distribute effectively. We can see that social and influencers work for the RIGHT brands, and that digital PR is needed to get in front of new eyeballs. All the while making the most of the audience you already have.
Content marketing (and any digital strategy for that matter) has a lot of moving parts. Learning and iterating your process is important to getting those results – and it’s great to see the industry moving this way by expanding their knowledge and execution of content creation. Now to maximise those results, and prove that all important ROI, marketers must have sharing plans to match the effort they put into the content.
Now that content is tied up in wider business plans, using strategies such as voice search and more ‘innovative’ channels, can be more accessible to brands. But learning around attribution of results is the most important roadblock in this area. Marketing always comes back to proving results for those who hold the purse-strings, and though we’ve seen that they are willing to dish out a bit more on marketing this year, it will be interesting to see if 2020 (!) brings the same level of intellectual, time and monetary investment.
We hope that you find the results of our annual survey as interesting as we did, with the results giving you an insight into the minds and strategies of some of the UK’s finest marketing teams. You can check out the previous years results here, and here, to see how far the content marketing industry has come!
We pride ourselves in producing thought leading surveys, tools, blogs and eBooks in the content marketing space and 2019 is no different.
If you have any questions about the survey results or would like more information about the results please contact us.
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