4 Content Marketing Trends Dominating the UK

According to the Content Marketing Institute, 85 percent marketing professionals in the UK now use content marketing and 64 percent increased their spending in 2015. As these companies continue to experiment with social media, online video, For custom magazines and mobile devices, they’re finding creative ways to strike a delicate balance between delivering their brand message and creating content that resonates with customers.

The content marketing industry is evolving rapidly and UK brands are not just keeping up – they are ahead. Here’s how to do it.

Custom printed magazine

Even as brands spend on digital, they keep print alive, and for good reason. Andrew Hirsch, CEO of John Brown Media, one of the largest branded content companies in the world, told Contently: “I’m not going to quit print. “Don’t be surprised if, especially in retail, you see it for a long time to come.”

Hirsch backed his prediction with the story of British supermarket chain Waitrose, which published his print magazine, Waitrose Kitchen , in the past five years. Two years ago, Waitrose added an app that offers all of the magazine-like content, plus the added benefit of original video. However, it didn’t take long for the chain’s 4 million registered customers to pick up their favorites. While the print version “flying out of the store” to the tune of nearly 700,000 monthly readers, only 20,000 shoppers choose the app. It is appropriate, the number of people reading the print for Waitrose Kitchen has increased by 65 percent annually.


Hirsch believes that print works best when a retailer has a distribution center that sells it as a brick-and-mortar store. “Where brands are moving away from print is when they have to send a magazine through a postal service that can be unreliable and at a huge cost,” he said.


In a distributed publishing ecosystem where marketers have to compete for attention with all the blogging and social media buzz, choosing the right platform for your work you are extremely important. As a result, creating a steady stream of content tailored to each channel is easier said than done.

When UK marketers were asked how often they publish new content, 63 percent talk to Content Marketing Institute that they do it daily or several times per week, but more than half of respondents said creating content that engages consumers is a challenge.

To keep up with the demand for quality content, companies are bringing in their talent to help companies scale. In 2015, digital agency Stickyeyes acquired content marketing agency Zazzle Media to build “ provide digital content marketing services largest in the UK.” At the same time, Dentsu Aegis Network also repurchase John Brown Media.

Nigel Morris, CEO of Dentsu Aegis Network Americas and EMEA, said of the deal: “We wanted to highlight all the different levels and types of content to support brand operations in the growing market. this strong development. “The ability to create high quality content in real time with focus and journalistic skills is very important and I think other agencies are definitely looking in this area.”

Mobile multimedia

The demand for video ads by both marketers and consumers could speak to the future of content marketing, both in the UK and everywhere else. One survey YouTubers in the UK show that 73 per cent are willing to watch a video if it looks entertaining, even if it’s created by a brand. Forty-seven percent of respondents also believe that producing YouTube videos is a good way for brands to maintain communication with customers after a purchase.

Underpinned by the potential of online video to connect with consumers, brands are increasingly turning to mobile when it comes to multimedia publishing. UK IAB report that mobile video ad spend has increased 142 percent since last year .

And across Europe, Snapchat is experiencing high usage rate in adolescents. Currently, 52 percent of teenagers in Ireland use Snapchat, along with 40 percent in the UK, both of which are the top Snapchat interactors in the US for the same demographic.


Original ad

In 2015, native ad spend in the UK reached £509 million , or 22 percent of all display ads. And despite concerns that native positions are still risky bets compared to owned vehicle properties, a 2015 survey commissioned by Adyoulike, a native platform, found that 64 percent of agencies believe native ads can improve the quality of mobile ads.

Anna Watkins, chief executive officer of Guardian Labs, Guardian “Transparency and credibility continue to be key to consumer confidence,” said. Sponsored content studio. “Credibility will be paramount, brands and publishers will need to make sure their content is genuine and comes from a credible and workable source.”

For example, with Happy for Life, the app Guardians Sponsored by life insurance company Beagle Street , content that connects with readers by suggesting activities designed to help them improve their mood. More recently, Guardian Labs partnered with telecommunications company Vodafone to create an “Alternative Europe” travel guide that highlights helpful travel content related to lesser-known European cities such as Europe. Leipzig, Germany and Turin, Italy.

“In order to gain trust, brands must have the right to play in the space and provide something to use or entertain the reader,” says Watkins.

This post is an excerpt from “ Content Marketing State: United Kingdom .


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