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Share of marketers using content marketing in the United Kingdom (UK) from 2012 to 2017

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Content marketing usage penetration in the United Kingdom (UK) 2012-2017 This statistic displays the take up and usage of content marketing among marketers in the United Kingdom (UK) from 2012 to 2017. As of the source's most recent survey, 86 percent of marketers reported using content marketing.
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Use content marketingDo not use content marketing
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Description Source More information
This statistic displays the take up and usage of content marketing among marketers in the United Kingdom (UK) from 2012 to 2017. As of the source's most recent survey, 86 percent of marketers reported using content marketing.
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Release date
January 2018
Region
United Kingdom
Survey time period
2012 to 2017*
Number of respondents
117*
Special properties
marketers (B2B and B2C)**
Method of interview
Email survey
Supplementary notes
Data for years previous to 2017 were published in earlier editions of the report.

The source indicates that the definition of content marketing changed for the most recent surveys. In 2013, content marketing was defined as, "creation and distribution of educational and/or compelling content in multiple media formats to attract and/or retain customers.” From 2014 onwards, content marketing was defined as, "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”

* n (August 2012 to January 2013) = 190; n (July to August 2013) = 198; n (July to August 2014) = 134; n (July to August 2015) = 133; n (July to August 2016) = 87; n (June to July 2017) = 117.
** Additional information about the sample base is provided on page 37 of the report.

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