Corporate Eye

Content Marketing Investments Increase for U.K. Brands

computer keyboardIt has been proven in recent years that content marketing builds brands, and in 2013, U.K. brand marketers are giving content marketing the attention, resources, and budget it deserves.

According to a November 2012 survey of U.K. marketers by Econsultancy and Responsys, 80% of respondents reported that they would increase content marketing spending in 2013. Just 17% said they would maintain the status quo in 2013 and make no changes to content marketing investments.

In 2012, 78% of respondents to the survey were already spending budget dollars on content marketing. Most of them (55%) created content in-house, but 40% were working with external content creators in 2012. The focus has been on publishing news and blogs which more than half of U.K. marketers who responded to the Econsultancy and Responsys survey have found to be the most shareable content. Other types of content that they report is shared frequently include videos (27%), infographics (18%), and white papers (4%).

Online content consumption shows no signs of slowing down, so U.K. marketers are smart to increase content marketing budgets. The trick is creating useful and meaningful content that engages consumers, increases trust in the brand, and leads to purchases, loyalty, and word-of-mouth marketing. All of these outcomes are at a brand marketers’ fingertips, and those who learn how to create content that their target audiences want and need and deliver it to them where and when they need it will thrive in 2013 and beyond.

Have you made content marketing a strategic marketing priority yet? If not, you’re already falling behind. Content is a catalyst to conversation and is needed to open the doors for social media marketing. It’s just one more piece of a well-integrated marketing plan, but it’s importance in 2013 should not be undervalued.

Use the five essential ingredients of content marketing success, and the returns you receive from your content marketing efforts and investments will grow. In short, segmentation, focus, shareworthiness, integration, and branding should be at the heart of all content you create. Make an effort to marry marketing with publishing and you’ll be on your way to truly connecting with consumers on an emotional level, engaging them, and making them believe in your brand. Once they believe, they’re more likely to buy.

Image: Sureash Kumar

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for and, and her marketing-related articles have appeared on websites such as,,, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.