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UK marketers are found to be more confident in their content marketing strategy than American and Australian advertisers

3's #danceponydance campaign from earlier this year is an example of content marketing

UK marketers are more confident in their content marketing abilities than their American and Australian counterparts, according to research from the Content Marketing Institute (CMI) and the Direct Marketing Association UK (DMA).

Produced by the CMI in partnership with the DMA, 48 per cent of British marketers who used content marketing said they were effective at it, compared with 41 per cent of North American marketers and 33 per cent of Australian marketers.

More than three quarters (78 per cent) of UK marketers said they were producing more content than they did a year ago, with social media content highlighted as the content marketing tactic they use most frequently.

“UK marketers embraced content marketing early on, so we are pleased to see that the years of experience have yielded confidence in how they are executing,” says Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing.

Chris Combemale, executive director, UK DMA, added: “The proliferation of online channels means that marketers must focus on developing new ways of connecting with consumers via these platforms that capture and hold their attention. Content marketing is proving to be an effective strategy for brands to raise their profile, engage with people, and create a meaningful and rewarding customer experience in this multi-channel environment. Confidence among UK marketers in the value of content marketing is growing stronger and it looks set for this trend to continue.”

In-person events were viewed as the most effective tactic and LinkedIn was revealed to be the most effective social media platform.

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