OVERALL, 64% OF UK MARKETERS ARE INCREASING CONTENT MARKETING BUDGETS
Overall, 64% of UK marketers are increasing content marketing budgets. Successful companies such as P&G, Microsoft or Cisco Systems are using content marketing strategies. "All of these companies have recognised the importance of a continuous and consistent communication with their customers rather than emphasising on a sale," explains the MD at Ace Search. According to research conducted by the Roper Public Affairs, 80% of business decision makers prefer to get company information through articles rather than advertisement. 70% of the businesses asked to say that content marketing makes them feel closer to a sponsoring company and 60% say that company content helps them make better product decisions (Contentmarketinginstitute.com). "These figures demonstrate that people do their homework. Successful content provides information to consumers, makes them compare brands and develop trust and loyalty, explains Anastasia.
Effective content marketing means that a business communicates and connects with customers by providing valuable information, but without selling (Contentmarketinginstitute.com). "The content marketing strategy helps attract a defined target audience," adds Michael Adetona. Instead of pitching products or services to potential customers, they are provided valuable information about the brand and ultimately reward companies with their business and loyalty (Contentmarketinginstitute.com). "Content marketing is a very effective strategy. Some companies, however, may need to overcome certain challenges," says Anastasia at AS Acquisitions. According to research, 57% of marketers are facing difficulties to produce enough content, 49% fear that they cannot produce the kind of content that engages their target audience and 39% of marketers do not feel confident they can produce a sufficient variety of content (Contentmarketinginstitute.com).
The Managing director of AS Acquisitions is certain that content marketing remains one of the most effective marketing strategies. The results of the study 'Content Marketing in the UK: 2013 Benchmarks, Budgets and Trends' conducted by the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) confirm a very promising trend. According to the study, UK marketers are planning to increase their content marketing budgets more over the next year than their North American and Australian colleagues. On average, 27% of marketing budgets in Britain are allocated to content marketing. "The prospects look promising,". 64% of UK marketers are planning to increase their content marketing budget over the next twelve months, compared to 54% in North America and 61% in Australia.