The Driving Force of Awareness and Revenue: Content Marketing Almost 40% of marketers say that content marketing is important in their overall marketing strategy.  According to the Content Marketing Institute, the top goal of companies for their content marketing effort is to boost brand awareness. This is in contrast to the more business-oriented outcomes, such as lead and revenue generation.  Even before the dawn of the Internet, content marketing has been a way for companies to get the attention of their target market. Before, they would have advertisements on newspapers, television, radio, and billboards. If they wanted a more