Based on the recent events, the UK is planning to hold a referendum on June 23th to decide on the United Kingdom’s membership in the European Union. The country is divided into two parts right now: those who can’t wait to leave the EU and those who believe that leaving the Union is not that cool for the country. Content marketing campaigns only reinforce hostility sparkled between the two parties.


How do campaigners believe in content marketing as a golden opportunity to attract the audience?

Currently, there are two main parties in the UK right now: Vote Leave (against UK’s membership in the EU) and Britain Stronger in Europe (pro-EU). Between April and June, each party is entitled to spend seven million euros on the marketing campaigns. There are still people caught between two stools, and the campaigns are aimed to target them.

As of now, the campaigns have already spent around 9 million euros on the promotion of their ideologies through the leaflets. One third of that amount was contributed to digital promotion through various online platforms. That is another proof that content marketing may be utilized not only in simple businesses, but also in politics and any other field.


Are the social media platforms pies in the sky for the campaigns?

On May 9th, the role of content marketing techniques such as leaflets and digital promotion was discussed in the official debate in the Parliament. Even if a lot has been said about the importance and power of printed promotion, digital content marketing also received plenty of positive comments.

Based on the campaigns’ Facebook fan pages, Vote Leave has 390,000 fans and Britain is Stronger in Europe has 410,000 fans. If it was the only platform that the campaigns are using, we could joyfully or solemnly (depending on our preference) claim that Britain is Stronger in Europe has more support among UK citizens. However, Vote Leave has had more engagement between the page and users over the last month. Everything is not that pure and simple here.

On Twitter, the number of quite opposite: Vote Leave has around 45,000 followers while Britain is Stronger in Europe has 29,000 followers. Looks like Vote Leave rocks the Twitter marketing.

The results of content marketing seem to be quite ambiguous and vague to determine the fate of the country. Definitely, it is hard to jump into conclusions and predict favorability of any campaign.


Generally speaking, is content marketing worth its weight in gold in the UK?


If we take a chance to look at the overall effect of content marketing in the UK, we may be sad to see that its efficiency is not top notch.

Joe Pulizzi, founder of the Content Marketing Institute, says that overall usage of content marketing in businesses in the UK reached almost 90% in 2016. However, it does not compensate for the effectiveness of this type of marketing. Effectiveness of content marketing in the UK is really sucky and only 34%.

No matter what was stated in the past, the effectiveness of content marketing for political campaign cannot be determined at the current moment, unfortunately. We can only conduct an analysis on it and make particular conclusions after the decision on the status of the UK is made.

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