| Characteristic | Use content marketing | Do not use content marketing |
|---|---|---|
| - | - | - |
| - | - | - |
| - | - | - |
| - | - | - |
| - | - | - |
| - | - | - |
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January 2018
United Kingdom
2012 to 2017*
117*
marketers (B2B and B2C)**
Email survey
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.鈥 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鈥攁nd, ultimately, to drive profitable customer action.鈥
* 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.
