While UK and US brands may not be keeping an eye on the correct use of the term “soccer”, whether a person puts jam or jellies on toast, or the true definition of the word ” pants”, companies from both countries can agree on the benefits of content marketing.

According to Content Marketing Institute 88 per cent of UK marketers plan to produce more content in 2016 than they did in 2015, with 66 per cent increasing their budgets to do so.

As UK brands finally get the global recognition they deserve for their marketing achievements, here are three companies that are thriving on sophisticated content programmes. complex.


Real Views could be classified as a blog, but for Jones Lang LaSalle (JLL), the London-based commercial real estate company that produces it, the website has become so much more. Madeleine Little, JLL’s global marketing director, said: “We see it as a brand press site. multimedia content such as text. Because of this approach, JLL was able to branch out from press releases and case study reports to establish credibility.

The site launched in May of 2015, and unlike blogs other of the company, which tends to focus solely on real estate, it covers more topics such as avant-garde design and future of charging stations for electric cars. The content is organized into four sections: Trends, Places, Economy, and Industry. In a broader context, the work raises awareness of JLL and showcases its creative side.

“One of our main motivations is to reach an audience beyond the traditional real estate sector,” Little said, “and to demonstrate how important and necessary real estate is to the speaking world. general — to companies from a business perspective, but also to individuals, whether at work, at home or even in their leisure activities. ”

To produce a steady stream of quality content, from blog posts to graphics and video, JLL employs a global editor in London alongside local writers, all of whom have worked on as a journalist. It also partners with content agencies and networks of freelancers, and even taps marketing and PR teams for occasional articles.

“All content follows the same editorial process,” Little notes. “We have very clear guidelines about the type of topics Real View discusses and the tone Real View uses.”

Stories for the site are inspired by events inside and outside the industry, along with breaking news. Little says: “Keeping content fresh is important and something we work hard at. So it’s important to weigh JLL’s marketing program against the needs of the audience. “It is not surprising that stories about luxury hotels are more common than stories about industrial warehouses. We have to try to maintain balance. ”

When it comes to influencer marketing strategy, JLL strives to create informative content on all platforms, from corporate websites to pitches and recommendations. Among the company’s other projects are The Investor a 5 year old publication for real estate investors and small websites for specific service areas such as retail hotel and .


Also, on the company’s radar is how consumers interact with the company’s publications. JLL tailors its content to meet the needs of busy, hacked customers. Little and her team paid particular attention to mobile responsiveness, content length, and visual appeal of all produced pieces. She loves graphics and video — like the one below that explores the future of China’s hospitality industry — but requires high-quality multimedia to ensure that guests don’t get “shut down”.

“It’s a strategy that’s constantly evolving,” Little said. “And so, I think we are seeing more understanding and engagement in our marketing and communications teams globally, from our business and our audience. This is really encouraging and makes this a very enjoyable space to work in. There is always more to do — we cannot stand still. ”


Barclays, a British bank with headquarters in London, has demonstrated a plethora of content marketing innovations over the past few years, from Code Playground a website that teaches children and adults how to code, to Digital Eagles , designed to help consumers navigate digital technology through a series of downloadable how-to guides. Following on from those successes, Barclaycard, the global payments subsidiary of Barclay that introduced the UK’s first credit card in 1966, is no stranger to innovation – especially when it comes to content .

In 2013, Barclaycard partnered with parenting website Mumsnet to launch a four-part web series called Shop Talk does that mean “ Welcome shopping savvy women . Barclaycard’s Freedom Rewards credit card funded the program, offering advice on shopping, product trends, and ways to save money both online and in brick-and-mortar stores.

This year, Barclaycard started releasing a new series of videos that provide tips on topics like Online Shopping , wait in line and tips abroad – all parts of a new campaign launched in the spring to highlight the benefits of Barclaycard’s various services. The company cleverly used humor to make its message more memorable by introducing famous British comedian Jason Manford. Each process ends with a call to action — an opportunity to download the Barclaycard app or sign up for spending limit notifications.


“It’s really not business-to-business, it’s about individual people,” said Andrew McNamee, Barclaycard’s Vice President of Digital Strategy, Written in July. “If you treat your entire content strategy like you’re talking to a business, you’re probably doing it the wrong way.”

John Lewis

John Lewis, which started out as a London department store in 1864, may be best known in America thanks to 2014 # MontyThePenguin advertising, but retailers have long invested in branded content in the form of print magazines. Between John Lewis Home , John Lewis Cook and quarterly fashion headlines Version – boasts a print run of nearly 500,000 and an editorial director who previously worked with Marie Claire – the influence of retailers is long and wide.

In 2012, Version has risen to the top of the category The glamor to become a fashion magazine that has biggest issue in the United Kingdom, and last year it take the top spot again on the women’s lifestyle magazine market. Its articles cover everything from file from top fashion makeup artists to interview with upcoming design executives.


John Brown Media, the content outlet behind all three magazines, retains a steady stream of editors and art directors to oversee them. In addition to internal talent, the company also authorizes photography experts, stylists and writers to produce works. CEO Andrew Hirsch estimates that 30 percent of the editorial team is in-house while 70 percent consists of top freelance journalists.

Catering to both print and digital audiences, John Lewis puts a lot of effort into determining how to allocate a content marketing budget. “You really need to understand how customers consume content,” says Hirsch. “UK people over fifty years old use tablets more than mobile phones, so if we have a female target audience [who are] At twenty-five to thirty-five years old, we will spend more of our budget on tablets or printers. ”

This approach, coupled with publishers’ intense focus on producing quality content, seems to be working. Just a year after its debut, John Lewis Cook Edition has a 100 percent in-store pickup rate and sales of products featured in the magazine have increased to 118 percent. John Lewis Home meanwhile, generated a 21 percent increase in sales of furniture and home appliances over estimates, demonstrating that print journalism is not only lively and engaging, but also has the potential to generate huge profits. .

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


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