What are the goals for content marketing in your company?

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Share of respondents
Lead generation80%
Brand awareness79%
Engagement71%
Lead nurturing66%
Sales62%
Customer retention/loyalty56%
Building an audience via subscription growth52%
Customer evangelism/Creating brand advocates42%
Upsell/Cross-sell38%
Savings16%
Other2%

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Description Source More information
This statistic presents organizational goals set for B2B content marketing in North America as of August 2016. During the survey, 80 percent of respondents stated that lead generation was a goal of their organization in terms of content marketing.
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Release date
September 2016
Region
North America
Survey time period
July and August 2016
Number of respondents
1,102 respondents
Special properties
among B2B marketers
Method of interview
Email survey
Supplementary notes
This question was phrased by the source as follows: "Which content marketing goals will your organization focus on over the enxt 12 months?"
Percentages comprise marketers who rated each goal a 4 or 5 on a 5-point scale where 5 = “Very Important” and 1 = “Not at All Important.”

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