Content Marketing is Nearly Universal, McKinsey Study Finds

Articles by McKinsey Quarterly (May 8 2012)

1. Social technologies that also are forms of content marketing have reached critical scale among enterprises surveyed by McKinsey. & Company. Some 72 percent of the respondents report that their companies are deploying at least one technology, and more than 40 percent say that social networking and blogs are now in use. These technologies are being deployed across sectors, at the high level of 86 percent of the respondents’ companies in high tech and telecommunications, but at 62 percent of companies even in the energy industry (Exhibit 2). Levels of reported benefits not only remain high when respondents’ organizations use social tools ...

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