Curing The Content Headache

MSLGROUP presents. Content Marketing in the UK: Trends and Insights Investments and commitment to publishing more content has moved from buzzword to corporate strategy. However, most companies are still facing growing pains along the way: - Organisational issues are at play -New set of skills and resources needed -Looming threat of reach and attention decline Bullish about content THE CONTENT RUSH SHOWS NO SIGN OF ABATING 94% 71% 91% 88% of companies produced of companies plan to produce even more next year consider content see content as a new an effective way to engage the audience way to reach their target audience more content than last year INCREASED COMMITMENT TO CONTENT 65% 44% 29% expect to increase the % of the marcomms budget they invest in creating and distributing digital content vs 2013 have more interest from senior said they have more budget than last year for digital content managers in the company's digital content strategy as compared to a year ago COMPANIES ARE INVESTING IN ORGANISING FOR CONTENT 51% 38% have more internal staff dedicated to have more expertise internally in creating and distributing digital content compared to a year ago creating and distributing digital content for the company But... ORGANISATIONAL ISSUES AT PLAY 21% 17% 20% only 20% have a content repository only 21% have the right organisation or structure internally to ensure they utilise all of the great content that resides in the company only 17% say content is easily retrievable in their organisations BUDGETS ARE BEING USED TO CREATE BUT NOT AMPLIFY OR MEASURE 44% 29% 19% Only 44% have more budget for creating digital content But only 29% have no budget for paid media And only 19% have more budget for measuring the impact of their digital content PREREQUISITES NOT ALWAYS IN PLACE 25% 19% only 19% have a big enough team dedicated to creating & distributing digital content only 25% have done a content audit ............. 28% 25% only 28% have the right skill set internally to create and distribute digital content only 25% have the right skill set internally to measure the impact of digital content NOT ALL ORGANISED ORGANISED FOR CONTENT YET ..... .... Siloed Centralised Integrated "Content probably exists within "Everything published has to come to corp comms for sign off first so we see everything being produced" "We have teams within various business units which would make good corporate content, but we have no way of knowing that it exists" marketing - comms, digital and social - that all work closely together to ensure that content is used across all channels" So in summary... Over the next 12 months we expect to see a growing divide between companies that organise for content and those that do not. Those that can measure success, refine and invest cannily in the amplification and promotion of their content will reap the rewards in terms of influence and reputation enhancement. For further details of MSLGROUP and how we can support you in your content challenges please email [email protected] @MSLGROUPLONDON CorpComms be branded content ma marketing association UK.MSLGROUP.COM The magazinel for the corpor ate communicator