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Research Finds UK Marketers are Raising Content Marketing Budgets Significantly

CONTENT MARKETING INSTITUTE64% of UK marketers plan to increase content marketing budget over the next 12 months

CLEVELAND, March 11, 2013 /PRNewswire/ — A new study from the Content Marketing Institute(CMI) and the Direct Marketing Association UK (DMA) shows that UK marketers are investing more in content marketing than their international peers are, with 64% planning to increase their content marketing budgets over the next 12 months.


This premier study, Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends,reveals that, on average, UK companies allocate 27% of their total marketing budget to content marketing and use an average of 13 content marketing tactics.

According to the new study, which includes comparisons of UK content marketers with their North American and Australian peers, the most popular content marketing tactics in the UK are articles on a company’s website (90%), social media (excluding blogs) (90%), eNewsletters (85%), and case studies (83%).

“In many respects, content marketing has taken hold in the UK more so than anywhere else. Not only are UK marketers making significant investments in content marketing, they also rate themselves higher in terms of effectiveness,” says Joe Pulizzi , Founder of Content Marketing Institute and co-author of Managing Content Marketing.

UK content marketers use an average of four social media platforms to distribute content, with the most popular channels being Twitter (82%), LinkedIn (78%), and Facebook (76%).

“Business-to-business (B2B) marketers in the UK approach content marketing differently than their business-to-consumer (B2C) peers,” says Chris Combemale , Executive Director of the Direct Marketing Association UK. “However, both groups show growing confidence in content marketing.”

Content Marketing in the UK: 2013 Benchmarks, Budgets, and Trends is the first survey from Content Marketing Institute (CMI) and the Direct Marketing Association (DMA) about content marketing in the UK space to date. One-hundred-ninety marketers in the UK from diverse industries and a range of company sizes were surveyed between August 2012 and January 2013. Special thanks to the Press Association, which assisted as a survey distribution partner. The full report can be found at

About the Content Marketing Institute

The Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event is the largest content marketing-focused event; it is held in Australia (March 2013) and North America (September 2013). CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Get more content marketing resources CMI is a division of Z Squared Media, a 2012 Inc. 500 company.

About the Direct Marketing Association UK

The Direct Marketing Association UK (DMA) is Europe’s largest professional body representing the direct marketing industry. We have a large in-house team of specialists offering everything from free legal advice and government lobbying on direct marketing issues to research papers and best practice.

As well as being at the forefront of developments in digital and direct marketing, we continue to lead the way in traditional direct channels. That’s why the DMA is such a great platform for sharing expertise and why DMA membership is synonymous with better business.


SOURCE Content Marketing Institute