Rise of Content Marketing in the United Kingdom

ThinkstockPhotos-523289443The United States is not the only Anglophone country to embrace content marketing. The Content Marketing Institute (CMI) conducted their annual Content Marketing in the UK report which shows the United Kingdom is truly on board with driving content marketing strategies. The 134 respondents featured in the report are from mainly B2B for-profit UK organizations in the marketing, publishing, technology and financial services industries.  What else can we learn from this recent content marketing survey?


Content marketing is certainly beneficial for an organization. Although English is the most commonly spoken foreign language in Europe (38%) and deemed the most useful foreign language to learn by several European countries, only producing content in English excludes billions of other people. Just like “not all content is equal,” not all English is equal. Considered as different language pairs in translation, there is US English and UK English.

It is important for UK companies to remember that as a part European Union (EU), their member state counterparts use a total of 22 other officially recognized languages. To have real clout in the European market, UK companies must speak the native languages with whom they do business.


The most surprising statistic of the report is the effectiveness of Twitter. It was top-rated as the most effective social media platform in the UK, usurping LinkedIn. It is noted, 75% of marketers think the micro-blogging site is effective compared to LinkedIn’s 61%. YouTube was rated as the third most effective with 50%.

Although Twitter was rated the most effective social media platform, LinkedIn is the chosen one to distribute content with 96% of organizations surveyed using LinkedIn. When launching content globally, be aware of which platform to use because they vary from country to country within Europe. For example, when wanting to target the German-speaking market, LinkedIn may not be the most effective professional social networking site. Xing seems to be far more popular for the German market, so it is worth doing the research.


The most used content marketing tactic used by respondents is social media. It can be difficult to use content in different languages on social media; however it tends s to be a ‘view translation’ button which allows content to be machine translated. This enables global customers and prospects to understand the gist of the content.

Other important content marketing tactics including online news and updates, with 88% of UK marketers using eNewsletters (which has increased from 82% last year). eNewsletters have great potential to be translated in several languages and distributed globally with the help of a language service provider (LSP). Blogs, articles on websites and case studies were the next most commonly used content marketing tactics.


Engagement has overtaken brand awareness as the most important content marketing goal this year. Brand awareness slips into fourth place. Lead generation and lead nurturing come in at second and third respectively. Content marketing is going from passive to active. Where we were once happy with the prospect of simply creating awareness of our brand, we now expect the content we deliver to make the prospect approach us. For this to happen, a content marketing strategy needs to be documented, consistent and relevant – in all relevant languages.

Looking forward, to reach new customers and territories marketers in the UK and around the world must work on creating more engaging, consistent and higher-quality content on all main platforms – especially mobile. The key to creating first-rate content is to make sure that you are aware of the needs of your target market, including preferred and native languages. Find out what social media platforms they use and which type of content they prefer. Having content in the right language for your target market may seem simple; however, it can be a time-consuming and costly task without the help of experienced global marketing language service providers such as Welocalize.



Louise Donkor is a marketing communications specialist at Welocalize.

cmw_logo2015_2001Welocalize is taking part in the upcoming CMI Content Marketing World event in Cleveland, Ohio, US in September. Join us for a discussion on global content marketing strategies and how our experience in localization and translation can help you to reach your global audience. Visit http://www.contentmarketingworld.com/ to learn more about the event.