This statistic displays the results of a survey on the organizational goals for content marketing among for-profit B2B and B2C marketers in the United Kingdom (UK) in 2016. The survey found that 72 percent of responding marketers cited engagement as a goal for content marketing, making it the third most common content marketing goal. Lead generation and brand awareness were named as an organizational goal most often at 82 percent and 79 percent respectively. Content marketing as a marketing strategy refers to the creating and sharing of online content such as blog posts, articles, videos and social media postings which are meant to draw consumer interest to a brand's products or services without directly advertising the brand. As of August 2016, content marketing usage penetration among UK marketers was at 87 percent. When asked about which social media platforms were most effective for content marketing, 75 percent of marketers ranked professional networking service LinkedIn first.
Organizational goals for content marketing in the United Kingdom (UK) in 2016
* In 2016, marketers were contacted using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Content Marketing Institute. (December 7, 2016). Organizational goals for content marketing in the United Kingdom (UK) in 2016 [Graph]. In Statista. Retrieved August 25, 2024, from https://www.statista.com/statistics/265715/goals-for-content-marketing-in-the-uk/
Content Marketing Institute. "Organizational goals for content marketing in the United Kingdom (UK) in 2016." Chart. December 7, 2016. Statista. Accessed August 25, 2024. https://www.statista.com/statistics/265715/goals-for-content-marketing-in-the-uk/
Content Marketing Institute. (2016). Organizational goals for content marketing in the United Kingdom (UK) in 2016. Statista. Statista Inc.. Accessed: August 25, 2024. https://www.statista.com/statistics/265715/goals-for-content-marketing-in-the-uk/
Content Marketing Institute. "Organizational Goals for Content Marketing in The United Kingdom (Uk) in 2016." Statista, Statista Inc., 7 Dec 2016, https://www.statista.com/statistics/265715/goals-for-content-marketing-in-the-uk/
Content Marketing Institute, Organizational goals for content marketing in the United Kingdom (UK) in 2016 Statista, https://www.statista.com/statistics/265715/goals-for-content-marketing-in-the-uk/ (last visited August 25, 2024)
Organizational goals for content marketing in the United Kingdom (UK) in 2016 [Graph], Content Marketing Institute, December 7, 2016. [Online]. Available: https://www.statista.com/statistics/265715/goals-for-content-marketing-in-the-uk/