Content marketing and social media. Content marketing is a strategic marketing approach companies use to create online content that attracts and retains customers. The 9th annual (February 2019) Content Marketing Institute/ MarketingProfs survey of 1,947 marketers worldwide found 32% who believe their agency’s approach to content marketing is extremely/very successful. For these agencies with a successful content marketing strategy, 79% use paid sponsored content on social media. How likely is it to find a marketing agency that pays for sponsored content on social media and has an extremely/very successful content marketing strategy?