The content marketing industry in the UK is buoyant. According to a recent-ish report from Yahoo and Enders Analysis, it will apparently be worth £349 million in 2020, up from £125 million in 2014. It seems like we are finally catching up with the US which has over recent years witnessed a massive surge in investment in branded content. In fact, according to a report published last November by market research firm Technavio, the global content marketing industry will grow at an annual rate of 16% per year through 2021, reaching $412 billion by the end of 2021.
It would however be churlish of us not to admit that some of the best examples of how companies harness content come from the other side of the pond. So here is a selection of great examples to inspire you.
At first glance the Future of Customer Engagement and Commerce looks like a standalone editorial site, and a great one at that. It is brimming with insightful thought leaderships articles and state of the industry surveys. The site, however, is an important lead generation tool for SAP Hybris, a company which creates customer engagement software and has partnerships with many of the world’s biggest enterprises.
SAP Hybris’ strategy is to encourage potential customers to dip into the website’s high quality content and then to shift them along the funnel. Perhaps firstly to signing up to an email, but then moving them along to SAP Hybris’ more salesy content which they hope will create paying customers. The site is a textbook example of how to harness quality content and SEO techniques to creates sales lead