The Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA) have teamed up to examine content marketing trends in the UK [PDF], finding that 94% of marketers surveyed are using content marketing, making this activity more entrenched than in North America and Australia. The study also finds that United Kingdom marketers find case studies (68%) to be most effective, followed by research reports (66%) and eNewsletters (62%). Previous research from the CMO indicated that for North American marketers, in-person events are considered most effective.
Interestingly, while many UK content marketers are using social platforms such as Twitter (82%), LinkedIn (78%) and Facebook (76%) to distribute content, only 54% rated social media content as effective, towards the bottom of the list of activities identified (above only articles on websites and microsites). Also notable: those activities at the bottom of the list (social media, articles on respondents’ websites) are the most commonly used, each by 90% of respondents. Read the rest at MarketingCharts.