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A survey of representatives of more than 70 organisations - most of them in-house marketers - showed 78 per cent of UK businesses invested in content marketing in 2012, but most have bigger plans for 2013. Four in five plan to spend more on content marketing in 2013, with a significant proportion commissioning content marketing providers such as NewsReach to support their output.
Of the 95 per cent of companies that publish content, nearly half call on an external provider to help them with their strategy, production or promotion.
Social media is widely used by organisations as part of their content marketing activities, and most respondents agreed that industry news articles and blog posts are the most effective content types for sharing. Video also performs well in this area, with many respondents predicting more organisations will include video in their 2013 marketing strategies along with custom graphics and data visualisations.
When it comes to brand awareness and conversion, thought leadership content is growing in popularity. Respondents suggested white papers, infographics and analytical content will become increasingly important as part of marketing strategies.
Laura Hannan, head of business development at NewsReach, said there has already been high demand for thought leadership content from customers. She added: "2013 looks like it will be as fast-moving as ever; content marketing as a concept is maturing. I'm looking forward to seeing how our clients' content strategies evolve throughout the year."
NewsReach has published their findings along with predictions for the year and an infographic entitled 2013: The Year of Intelligent Content Marketing in the UK.
Access the full research and infographic here.