UK leads the world in Content Marketing as SEO turns harder

17

Jul

2013

Robert Wakefield
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By Robert Wakefield   

The UK is leading the rest of the world in Content Marketing according to a recent study. 94% of marketers in the UK have already adopted Content Marketing as a means of business or product promotion.

In a recent study by the Content Marketing Institute and Direct Marketing Association UK (the link is right here) it was revealed that British Content Marketers do it better.

UK marketers are more likely to use Content Marketing as a part of their arsenal than our foreign counterparts with the Brits apparently having more tactics in their armoury too.

Bold - and proud of it
It seems we Brits are quite bullish in our confidence in Content Marketing and we're not shy to admit it. The study revealed that UK Content Marketers feel very confident to use website articles, blog posts, landing pages, Social Media marketing and other resources available to increase brand awareness and promote products and services. Britain came out as being the most confident of all countries in this respect.

Spending more on content
Nearly two thirds of UK businesses/ marketers intend to increase their marketing budgets/ spend this year (2013). As Google becomes pickier, and good SEO becomes more time-consuming to provide to clients, Content Marketing seems a natural and obvious route. Regarded as pretty much "Google-proof" (if it's done correctly!), Content Marketing is a highly efficient and tangible way of bringing more organic traffic to websites; but not just any old traffic - highly focussed and well-targeted articles and posts written for a human audience (not for a search engine) tend to convert far better than "Welcome to the home page of our website.", understandably.

Quality not quantity
When we say Content Marketing, we're not talking 'pulp fiction'; oh no, this is human interest content: 'How to Build Your Own Home', 'Choosing the Right Breed of Dog', 'I Think I've Been Hacked; What Should I Do?'. By working on the age-old 'feel, felt, found' methods content marketers are often able to quickly identify with the reader, offer a possible solution or source of further reading and gain trust. "I know the problem, I had the same difficulty myself, but here's what I did" works well in the majority of cases.

Distribution and sharing are key
Of course, content alone is not enough: it needs to be shared. In the go-viral age, this is relatively easy. For example, within a few minutes of this blog post being published it will have been 'pushed' out to Facebook and Twitter. Maybe that's how you stumbled upon it? (Sorry, but had to get a Social Media reference in there somehow.) Adding it to a Google+ page or Pinterest account further increases the readership.

Everyone hates a salesman!
Apparently, we're becoming even less tolerant of sales material being pushed under our noses. We'll buy when we're ready to buy, not when we're told to sort of thing. We think this is probably why so many marketing agencies and businesses are turning to Content Marketing - the article can be completely non-salesy: just plain interesting and informative or helpful. Naturally enough, trust will develop between reader and website and before you know it, they're ready to buy!

Nothing new about Content Marketing here
Here at wysi we've been providing high quality Content Marketing services to our many clients for well over 2 years now. Most of our SEO clients benefit from this service and have seen rankings and website traffic increase as a direct result. Now that back-link building has become so much stricter (after Penguin 2.0), business owners and marketers need to turn once again to their own website (not thousands of others) as a means of promotion - and to us that makes perfect sense really.


About the Author.

Robert Wakefield


My career in SEO and web development began in the mid-1990s when the Internet was in its infancy and Google had not even been conceived. Nowadays my role is split between heading up the content marketing/ SEO department, which has grown considerably over recent years, and overseeing operations including PHP and MySql (Open Source) development for larger, more bespoke applications.

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