A few facts:

  • Preferred tools are listed as WordPress blogs (highest), followed by LinkedIn (highest for B2B), Website Analytics and Keyword Search.
  • 87% of UK Marketers use Content Marketing and that figure is forecast to rise.
  • 93% of UK Marketers use blogs as a tactic.
  • 80% of UK Marketers use social channels of which the most successful are listed as Email, followed by (in order) LinkedIn, YouTube, Twitter and Facebook.

Ashley Friedlein in Marketing Week forecast the User Experience (XP) and the Conversational User Interface (UI) as areas to watch in 2017 together with video channels YouTube and Facebook.

“Over 2017 it will be interesting to see how the video wars play out between Google’s YouTube and Facebook, and also the degree to which brands work more directly with Google and Facebook, which threatens to relegate the importance of the agency relationship.”

He explained the Conversational User Interface (UI) as “find me three of the best tents that sleep up to five people for under £300, get a good answer, and then purchase, all by voice”.

Getting started

Start with a list of keywords

Start with listing your search engine optimisation priorities, your keywords and phrases and think about the customer journey.

Think about a content plan

A customer journey starts with awareness, moves to being a prospective customer and then becoming a customer. Create the right content for the right part of the journey.

  1. Awareness: educational, thought leadership
  2. Prospective customer: information, promotion
  3. Customer: reinforce value, right choice

Curate your content in a professionally designed, creative way

Here are some general guides for some of the most popular choices :

  • Blog posts: 300-700 words;
  • Videos:  Usually 20-30 seconds, 1-2 mins maximum;
  • Slideshows: Highly visual with very little text (promote on websites and social channels);
  • Downloadable guides or fact sheets: Usually 1 sheet, double sided (quick, easy to digest);
  • Publications and documents: Usually 60-160 pages. These can be recycled into smaller promotional content;
  • eBooks: Usually 4-5 pages to 50 pages (good for thought leadership and knowledge transfer);
  • Infographics: easy to understand, highly visual, good for getting attention
  • Interactive games and quizzes: lighthearted, good for social channels, events and customer experience (CX);
  • Print: a revival is forecast, good for brand recognition, value.


Decide at the planning stages how to measure the impact of your creative content. It could be the number of social shares, keyword search performance, downloads, enquiries and/or actual sales. Be careful to set realistic goals. A creative strategy to raise awareness may not equal sales. A creative strategy to promote a specific service or product may equal sales. Design for the customer journey.


Content Marketing in the UK 2017: Benchmarks, Budgets and Trends

The Year Ahead in Digital, Marketing Week Part 1 and Part 2