Second edition of the most complete Content Marketing survey in London – WAU
Understanding the market, knowing the best practices and benchmarks of those who are successful is important to make proactive decisions based on real data. This is a certainty that we have always had at Websites Are Us. Unfortunately, until last year, it was not easy to find research that provided data on the evolution of the Marketing market […]
Understanding the market, knowing the best practices and benchmarks of those who are successful is important to make proactive decisions based on real data. This is a certainty that we have always had at Websites Are Us.
Unfortunately, until last year, it was not easy to find research that provided data on the evolution of the Digital Marketing market in London. Content Marketing, then, is not even mentioned.
And it was in order to change that that we developed, in 2015, the first Content Marketing survey in London: in a 27-page report, we highlighted several statistics, graphs and benchmarks on the adoption trends for this strategy.
However, the digital marketing market is constantly changing and, therefore, we consider it essential to keep this data always up to date. Therefore, we are launching the second edition of Content Trends.
So that you can easily compare the main statistics for 2015 and 2016, we have combined the two posts right here:
Content Trends 2016
Understand the entire process of the largest Content Marketing survey in London.
For the realization of Content Trends 2016, we used the previous year’s questionnaire as a basis, but we made some changes. We added some questions and removed others in order to produce an even more complete report and discover new information.
With the questionnaire ready, we disseminated it to more than 100,000 contacts and promoted it on social networks such as Facebook, LinkedIn, Twitter and Instagram. As an incentive, everyone who answered would win Sujan Patel’s Content Marketing Playbook and compete for a JBL Flip wireless speaker.
The survey was available online between April 11th and 26th and, during this period, we counted on the participation of 2725 professionals from the most diverse sectors and from all over the country.
From April 27 until today, we worked to analyze the data, produce graphics and content, and diagram the report.
The results obtained at Content Trends 2016 confirmed what we discovered last year: Content Marketing is a reality for most London companies.
Among the interviewees, we found that 70% use this strategy, and the results it brings are clear: companies that adopt generate 4x more visits and 5x more leads.
Most companies are still at a basic level of development of Content Marketing and, therefore, do not yet have well-defined processes and strategies. At the same time, 50% of the participants increased their investments in the strategy between 2015 and 2016 and 67% intend to increase next year.
Thus, it is clear that there is great potential for the market to mature in terms of using this strategy.
These are just some of the data we found. To further explore the Content Marketing market in London, check out the full report too! There are 40 pages with countless statistics, graphics and market insights.
Bonus: in the 2016 edition, in addition to the general analysis, we outlined the organizations that consider themselves successful in the strategy. Understand the industry’s best practices and also leverage your company’s results with Content Marketing.
Content Trends 2015
This research has a history and starts in April 2015. At the time, a friend who works at Websites Are Us recommended that I send an email proposing to do a summer internship during my University of Texas vacation in Austin, where I study Advertising. In the tough face, I went and did it. I explained that I had experience with market research and data analysis, including for major music festivals, as well as an affinity with the infamous Excel.
Diego Gomes, who welcomed me, said that I would work “on a large project”. The curiosity was great to know what this project would be, but Diego already had his vision fully planned. The result, 3 months later, is the Content Marketing Trends 2015 report.
Content Marketing Trends 2015 started with an ambitious goal: start from scratch and publish the survey in 45 days. The survey form itself featured 22 questions, many inspired by research from Hubspot and the Content Marketing Institute, and others suggested by members of the Websites Are Us team. The title of the research, also, passed through the sieve of all.
So, we did a joint work. There were many hands editing, testing and revising so that all the questions brought revealing results for everyone.
In 4 days, our survey 2015 Content Marketing Trends received 2,233 responses from participants from various industries and areas of activity in London. The survey was sent by email to approximately 100,000 people, and promoted on social networks such as Facebook, Twitter, Google+ and LinkedIn. As an incentive, participants competed for a Beats Pill speaker.
After the survey ended, we had a week to analyze the data, a week to write the report and a week for designers to wave their magic wand under the report’s hotsite, infographic and diagram.
With this study on content marketing practices we seek to understand whether this new way of doing marketing is being adopted by London professionals. We try to show how this is reflected in the marketing budget, what are the main objectives of content marketing and how is the perception of success in this area.
In addition, from now on, no London professional has to base his marketing decisions solely on North American research. Alive!
The results we obtained from the research were revealing and very positive. 69% of participants said they use content marketing, 57% have at least 2 people dedicated to creating content and 69% expect an increase in the content marketing budget for 2016.
The full report has dozens of statistics that prove what we already knew: content marketing comes as an innovative way of doing marketing, and its membership is increasing.
If you read this far without having accessed the full report, don’t waste time! You will find all the data you need to implement or boost your content marketing strategy.
Content Marketing Trends was created to solve questions and challenges about content marketing. We hope that from our data you can make relevant decisions about your marketing strategy.