Digital Marketing Researches & Reports

Content Marketing in the UK, 2018: Benchmarks, Budgets & Trends | CMI

Content Marketing | UK

The content marketing is the process of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable customer action.

39% of this year’s UK surveyed marketers said that their organizations are in the sophisticated/mature phase of content marketing maturity, while 26% are in the adolescent phase and 34% are in the young/first steps phase.

Factors Contributing to UK Marketers’ Increased Success Over the Last Year:

  • 83% of UK marketers indicated that the higher quality creation of content increased their success over the last year.
  • 68% indicated that strategy (development or adjustment) is a factor of success over that last year.
  • 41% of surveyed marketers said that content distribution (better targeting & identification of what works) increased the success over the last year.

UK Marketers’ Opinions About Content Marketing:

  • 80% of UK marketers mentioned that their organizations are focussing on building the audience.
  • 75% agree that their organizations appreciate the creativity and craft in content creation and production.
  • 59% of marketers agree that their organizations have realistic expectations about what content marketing can achieve.

Technologies UK Marketers Use to Manage Content Marketing Efforts:

  • 81% of UK marketers indicated that their organizations are using analytics tools to manage content marketing efforts.
  • 78% mentioned that they are using email marketing technology (email focused) in managing their content marketing efforts.
  • 59% said that they manage their content marketing effort using content management systems (CMS).
  • 46% of marketers reported that they prefer marketing automation software (automation-focused) in managing content marketing efforts.
The Content Marketing in The UK, 2018: Benchmarks, Budgets & Trends

A Graph Shows The UK Marketers Opinion About Content Marketing, 2018.


This report presents the findings from 117 respondents who indicated their organization is for-profit in the UK 66% B2B, 9% B2C, and 25% both B2B+B2C.

Content Marketing Institute (CMI)

Marketing and Advertising

Before evolving into what is now the Content Marketing Institute, the organization was known as Junta42. Junta42 launched in 2007 as the industry leader in content marketing matching. Content Marketing Institute (CMI) was founded by Joe Pulizzi, the leading evangelist for content marketing and launched in May 2010.It is a leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI publishes the bi-monthly magazine Chief Content Officer and offers strategic consulting and content marketing research for some of the best-known brands worldwide. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.

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