Welcome to the third annual State of Content Marketing Survey – a take on the UK’s thoughts, feelings and opinions on this wonderful industry.
It seems incredible now to think just how far the industry has come in that short time. ‘Back then’ only 6% of marketers felt they knew what world class output really looked like, while now that’s more than a third of you!
And to summarise results from the 2019 survey I’d simply say ‘We’ve come a long way. But still have a way to go yet…’
If we look back to 2017 just 70% of marketers found the discipline to be effective for their brand. Much of that was driven by a distinct lack of knowledge around its use.
And with knowledge comes results! 96% of you are now saying that understanding is translating to results and that it is increasingly moving out of the silo and into a fully integrated marketing place.
We still have a long, long way to go however and that’s the bit that ensures I leap out of bed in the mornings! With technology opening up new channels and possibilities of reach and revenue as well as the opportunity for personal growth and learning.
Voice, augmented reality, the growth of account-based marketing, the changing face of search and the increasing demand for more ‘native’ advertising all offer opportunity and confusion in equal measure.
To be the best you must never stop moving and it’s why the results of this survey are so important, giving us all the chance to share learnings and benchmark ourselves against the real world view.
Simon Penson Founder, Zazzle Media
