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Content Marketing Marketing

Survey reveals disconnect between marketers’ reduced PR spend and increased desire for brand awareness

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By Michael Feeley, Founder and chief exec

April 12, 2019 | 2 min read

Digital and offline PR is being deprioritised by marketers, with fewer than one in ten marketers (9%) focusing on Digital PR in 2019, despite over three quarters (76%) stating brand awareness is a key performance indicator for them.

In addition, 25% of content marketers will be ceasing to participate in offline PR activity as it has been perceived as an ineffective channel for them over recent years, according to the findings of the third edition of Zazzle Media’s State of UK Content Marketing Survey.

Managing director of Zazzle Media, Simon Penson, said: “This year, marketers revealed an apparent disconnect between their desired goals and the tactics they need to carry out to achieve these. The survey found that a quarter of marketers want to target new audiences through content distribution, but without Digital PR this will prove to be a difficult task.

“PR allows you to control narratives and get involved with industry conversations which you would otherwise be unable to participate in. A major perk of creating Digital PR campaigns is that they usually come with linkable assets that have a chance of being cited within media coverage.

“2019 is shaping up to be an exciting year for content marketing, and Digital PR could be the key to giving your brand new audiences and visibility.“

The results of The State of Content Marketing survey have been turned into an eBook which is available to view for free.

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