There has been questions in certain European countries with regard to how widespread the adoption of contact marketing on the continent could have been (cf. this piece on my French blog, translated into English by the Google robot). Although undeniable progress has been made in the past few years over here in that respect, and though we may even consider content marketing to be a staple of marketing and especially B2B marketing, it is debatable that the adoption of content marketing in certain European countries is ubiquitous and fully understood.
Considering that, in France for instance, 70% of small businesses websites are never updated (source: Marketing PME’s Serge Henri Saint Michel), we can surmise that there is definitely room for improvement.
I found the following survey from the content marketing Institute which shows the huge gapbetween what we witness in Europe and what is happening in the United Kingdom. The vast majority of UK B2B companies, either large or small, have all embraced content marketing (95% of the B2B companies having responded to the survey have, even though the sample is very small but varied).
Mind the Gap!
Let us make that point clear: the sample is very small, and we have to remain cautious; but at least one feels that there is a major trend and one more European divide in the making. Whereas, on the continent, I am still battling with certain people about the fact that white papers, for instance, are useful devices (I still hear stuff like “White papers serve no purpose!”), in the United Kingdom, this kind of tactics has been embraced fully and totally incorporated within marketing thinking.
Besides, it is only subcontracted by 55% of the sample. There is one more caveat beyond the size of that survey sample though, and it’s that most interviewees are not always satisfied with the results: approximately half of them rate the results of content marketing as average. One assumption would be that competition on content marketing is very harsh in Britain, and the English-speaking world in general, and that doing things differently in English is a lot more exacting than with other, less represented languages on the Internet.
Obviously, in order to stand out from the crowd, A lot of thinking has to be put into your content beforehand . There is a paradox that the areas where people think that whitepapers aren’t any good, are in fact those where it is a lot easier to produce and promote them than it is in Britain, where adoption is broad but competition is fierce. I can predict that a lot will happen in the B2B arena in the near future, at least on the continental side of the Channel.