The UK Content Marketing Trends in 2017

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Following our recent post on the technical trends in blogging, we’re going to take a look at some of the top content marketing trends to look out for in 2017.

The Content Marketing Institute have recently published their annual Content Marketing in the UK report. This research outlines the trends and techniques UK content marketers will be utilising in 2017.

We’ve taken the key learnings from the report and used them to create an infographic guide. The infographic features insights such as the tools content marketing professionals use, the techniques they employ to learn about their target audience, their top content marketing tactics for 2017, the preferred channels for content distribution and the paid methods they use to promote content. Take a look at the infographic below!

Take a look at some of the top techniques used by UK content marketers below.

The Top 10 Content Marketing Tool Usage

  1. Analytics Tools – 84%
  2. Dedicated Email Platform – 72%
  3. Brand Style/Tone of Voice Guidelines – 57%
  4. Content Management System – 54%
  5. Editorial Calendar – 55%
  6. Buyer Personas – 50%
  7. Social Media Calendar – 49%
  8. Marketing Automation Software – 38%
  9. Measurement KPIs/ Dashboard – 37%
  10. Social Media Guidelines – 36%

Moving into 2017, clients need to put their users first. It may sound obvious, but content needs to be built around the needs of your end user. Whether you are looking people to buy from your site or get in touch, any content you produce needs to speak to the user rather than a search engine. Simon Belfield, SEO Account Manager

The Top 10 Techniques Used to Learn About Target Audience

  1. Keyword Research – 61%
  2. Website Analysis – 58%
  3. Social Listening – 54%
  4. Competitive Analysis – 43%
  5. Customer Feedback/Panels – 41%
  6. Employee Feedback – 39%
  7. Secondary Data Analysis/ Internet Searches – 38%
  8. Quantitative Primary Research – 32%
  9. A/B Testing – 28%
  10. Database Analysis – 28%

The Top 10 Content Marketing Tactics

  1. Blogs – 93%
  2. Social Media Content – 80%
  3. Email Newsletters – 78%
  4. In-Person Events – 55%
  5. Ebooks/White Papers – 54%
  6. Video (pre-produced) – 43%
  7. Infographics – 39%
  8. Illustrations/Photos – 37%
  9. Online Presentations – 64%
  10. Webinars/Webcasts – 55%

Content Marketing plays an integral role in our current SEO campaigns. SEO provides insights into user intent, from the questions they’re asking to the information they’re looking for, but content bridges the gap between client and audience. We see content marketing as key in unifying our marketing activities in 2017. Simon Rattray, Digital Marketing Manager

The Top 10 Channels Used to Distribute Content

  1. Email – 88%
  2. LinkedIn – 84%
  3. Twitter – 82%
  4. Facebook – 68%
  5. YouTube – 54%
  6. Google+ – 38%
  7. SlideShare – 34%
  8. Print – 24%
  9. Instagram – 20%
  10. Pinterest – 13%

The Top 5 Paid Methods Used to Promote Content

  1. Social Promotion – 76%
  2. Search Engine Marketing – 57%
  3. Print or Other Offline Promotion – 50%
  4. Traditional Online Banner Ads – 33%
  5. Content Discovery Tools – 25%

Over the past 12 months we’ve seen the connection between our content marketing and social campaign activities grow. Paid social provides the perfect platform for housing and promoting content assets, but strong content developed for a defined audience is crucial for generating user engagement. We predict the relationship between content and social will continue to grow in 2017. Ledi Kurtula, Paid Social and Outreach

Let us know your predictions for the UK Content Marketing Trends in 2017 in the comments below, or Tweet us at @mrketingsignals!

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