Organizational goals for content marketing in the United Kingdom (UK) 2016

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

Share of respondents**
Lead generation82%
Brand awareness79%
Lead nurturing58%
Customer retention/loyalty54%
Building our audience via subscription growth50%
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Release date

December 2016


United Kingdom

Survey time period

July to August 2016

Number of respondents

87 respondents

Special properties

for-profit marketers (B2B and B2C)*

Method of interview

Email survey

Supplementary notes

* In 2016, marketers were contacted using lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.

Aided list, multiple responses permitted.

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