Last’s year research results show that UK marketers are more goal-focused and more effective at content marketing compared to their US and Australian counterparts.
The same research has shown that the goals have also shifted, from the focus on brand awareness to engagement being a primary concern for content marketers in the UK, while lead generation and sales have also moved forward on the priority list.
Due to the specific nature of British market, and the slightly different approach to content marketing and content marketing campaign, we will provide you with a brief description on how to launch your content marketing campaign for the British market.
Focus on Engagement
As it has been pointed out in the overview, the main focus for the content marketer in the UK has been engagement.
From this reason, one of the first things to know when devising your content marketing campaign is to establish a strong focus on customer engagement.
A good customer engagement campaign should include some the following methods.
One of the essential things about engagement is proper time management which tells your customers how much time they will spend on your content. To achieve this, you must know how to present your content, because this will basically send the message to your customers what can they expect from your content.
Some of the methods for this purpose include:
- Breaking up the text of your content by introducing headings and subheadings, making it easier for your customers to read through the content.
- Using a clear, concise and relevant language.
- Avoid cluttering, which might discourage customers and drive the away from your content.
- Always providing an overview of your content, telling the customer what to expect, what kind of action is required of him and how long it would take.
One of the widely used engagement techniques today is email marketing. Compared to some other newer marketing techniques, this can even be considered a ‘traditional’ method.
However, it has to be said that many marketers have a wrong approach to email marketing and often conduct their marketing campaigns too aggressively, which has a negative effect on their marketing efforts.
The right way to conduct your email marketing campaign should include:
- Send email notifying customer about new features and advantages.
- Notifying customers about current offers, such as discounts, sales, and important events.
- Sending emails to ask for customer feedback regarding new features.
Create an Engaging Headline
The importance of having a strong headline can hardly be overestimated. It is good to know that a great majority of your customers will tend to judge your whole content based on the headline. Some experts state that headline counts for 80%.
Knowing the importance of a good headline, make sure it is catchy and easy SEO friendly, so that it can perform strongly in search rankings.
Encourage Customers to Interact
An actively engaging content will always seek to encourage customers to interact with the content. This can be done through various methods, some of which are introducing surveys, fill-in forms, comments, feedback sections and customer service.
Another important method to encourage customer interaction is to connect to social media, where your customers can share their feelings and comments regarding the quality of your content.
Building trust with your customers will directly depend on your ability to reach out to your customers and provide helpful content.
An underlying message you should send to customers is that you are there to help them out and take care of their wants and needs.
Customers should always know that you are there to accommodate their particular needs and listen to, as well as affirm their opinions.
Your involvement on social media will form an essential part of your customer engagement efforts. Of course, it is of utmost importance that you act in a timely manner and always share relevant content on your social media pages. In addition, your first aim will be to encourage customers to interact through comments and shares. This is also extremely valuable because it boosts your chances of getting customer feedback.
The Majority of UK Marketers Uses Twitter
The data clearly shows that 89% of UK marketers are using Twitter to distribute their content. Moreover, it seems that Twitter plays a very prominent role in high usage rates for-profit marketers in the UK.
Marketers in the UK have reported better results in using Twitter compared to their counterparts in US and Australia.
Overall, 75% of marketers have said that Twitter is the most effective platform for their marketing efforts. LinkedIn comes second with 61%, while YouTube is third with 50%.
UK marketers have said that their primary initiative in 2015 was creating visual content, which is closely followed by creating more engaging content.
Creating better visual content is one of the priorities for marketers in the UK and from this reason, you should focus on enhancing your visual content which will have the power to appeal to your audience.
Some of the tips for creating effective visual content include:
Grab Your Visitor’s Attention With an Awesome CTA
You have probably heard this many times before, but your Call-to-Action is going to determine much of your success as a content marketer. If you had the impression that a CTA has little to do with visual content, you cannot be more wrong.
A CTA is much more than ordinary text, it should primarily focus on creating a visual impression. This becomes more than apparent when you see the examples of successful web pages and landing pages.
Your CTA should feature prominently on your web page, landing page or blog. Make sure you place your CTA button so that it immediately grabs your customer’s attention. For better effect, use bright colors as well as effects, which will make your CTA clickable.
Animations are definitively the trend to follow in the future. An increasing number or prominent brands is now using animations in the content marketing campaigns.
Creating an animated, visual content helps your marketing efforts in many ways. It saves you the effort of posting static content and also improves a user experience. Not only that, animation tend to present information in a much more flexible way and has an advantage over static content because it helps users have a better understanding of what’s happening on the screen.
Post More Videos
Estimations show that by 2019, up to 80% of all content on the internet will be videos. In 2014 videos were responsible for 64% of internet traffic and this trend will undoubtedly continue in the near future.
Explainer videos, for example, are a good way of visualizing your content while reducing the amount of information in your content, resulting in a more enjoyable user experience.
UK Marketers – Numbers
The following numbers should give you a better insight into content marketing in the UK.
- 66% of UK marketers says they will increase their content marketing budgets.
- Less than 40% have a documented content marketing strategy.
- Content marketing tactics with the greatest increase in 2015 were illustrations/photos. Videos and infographics also experienced strong growth.
- The use of social platforms increase and the greatest increase was for YouTube.
- UK marketers spend 33% of their total marketing budgets on content marketing.