Digital content marketing up by 22%, says Mintel report

Julia Hutchison, COO, APA

by Brian Oliver

The use of digital content marketing formats – such as branded websites, digital magazines, e-mail, mobile applications and video – has increased by 22 per cent since 2007, according to the latest market intelligence from Mintel.

Commissioned by the Association of Publishing Agencies (APA), the December 2011 report confirms that digital reach is now extensive in the UK – with a user total of 41.2 million, averaging 1.1 million visits per digital title per month.

Digital now accounts for 37 per cent of all content marketing activity, says the report, and is likely to overtake print formats (such as customer magazines and newsletters) by 2013. This growth is expected to be driven by the expansion of smartphone formats and apps.

Print currently accounts for 52 per cent of all content developed – a figure that has fallen significantly since the last APA/Mintel study in 2007. At that time, print accounted for 71 per cent of total content marketing activity (compared with 90 per cent in 2005).


The report also notes that B2B use of digital content has risen by 13 per cent (from four per cent to 17 per cent) over the past four years.

The most common e-zine frequency is three to five times per year, says the report, while a third of website-based content is now updated daily – indicating marketers’ commitment to keeping content fresh and up-to-date. This also reflects findings from APA-commissioned YouGov research in 2010 which showed that consumers wanted new content daily from their favourite brands.

The report says the rapid growth of content marketing is attributed to a number of factors, including the flexibility and cost effectiveness of the channel and growing demand from consumers for branded content as an added-value exchange for their custom.


Julia Hutchison (pictured), APA’s COO, says: “Having worked through five years of recession coupled with fast evolving communications, the report shows that the [content marketing] industry is now better equipped to create more effective content solutions for clients.

“Client-side marketers are becoming even more aware of the benefits of a content marketing strategy.”

She adds: “The ever increasing levels of convergence have played strongly to content marketing’s strengths and we are seeing more clients choose to supplement their offerings with multi-channel content.” 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications


CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing



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