21 September 2015.
Online content marketing is popular in Japan, according to research by Grooover.
83% of online advertisers questioned said they engaged in content marketing, with this proportion rising to 86% when including traditional print advertisers.
The most common goal of Japanese content marketers was to boost awareness of the company's products or services, with over 80% saying they engaged in content marketing to achieve this goal.
Recalling company products and attracting people to the company's website were also common reasons, cited by over half of online marketers.
Attracting new customers was a less common reason, cited by only a third of respondents.
The main challenge faced by content marketers in Japan was convincing bosses that it was worth investing in, as the performance of content marketing campaigns is difficult to quantitatively measure.Â
