Econsultancy recently released its first Content Marketing Survey Report, sponsored by Outbrain, based on a survey of more than 1,300 marketers.

We found that this presented some very interesting insights into the current market within the UK. Most notably, that while 90% believe content marketing will become more important over the next 12 months, only 38% of companies have a content marketing strategy in place!

This means that 62% of businesses are missing huge marketing opportunities. 

According to the survey results, the main objectives from content marketing campaigns were to: 

  • Increase engagement: 52%, 
  • Increasing traffic to site: 42%
  • Raising brand awareness: 35% 
  • Increased sales: 33%
  • Improved SEO: 31%

As I commented in the report “the fact that SEO is only fifth on the list is great to see - you shouldn't be doing content marketing with SEO as the primary goal, links and organic traffic should be a by-product of great content”.

The infographic has been developed by BlueGlass - who we are very excited to be partnering with, following yesterday's announcement that BlueGlass are launching in the UK having acquired content marketing agency Quaturo in London. 

How do you see content marketing right now? Are you one of the 38% who have a content strategy? Or are you in the 62% who aren’t quite there yet?

Kevin Gibbons

Published 16 November, 2012 by Kevin Gibbons

Kevin Gibbons is CEO at SEO and content marketing agency BlueGlass, he can be found on Twitter and LinkedIn.

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Comments (2)


Nick Stamoulis

I'm surprised such a large percentage still don't have a budget for content marketing. I think a lot of brands feel like they need to go all out from the start and if they can't go 100% then they shouldn't bother. I think everyone can at least start with the company blog and work their way up.

almost 6 years ago



I started with content marketing two years ago. First I defined the process of content planning to publishing. Started with lead generation towards social distribution. I can report enhancements with traffic and engagement for our services / products page.

over 5 years ago

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