Content marketing is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
■ Only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. Effectiveness levels are greater among respondents with documentation, clarity around success, good communication, and experience.
■ 44% of B2B marketers say their organization is clear on what content marketing success or effectiveness looks like; 55% are unclear or unsure.
■ 44% of B2B marketers meet daily or weekly—either in person or virtually—to discuss the progress of their content marketing program; however, the more effective the organization is at content marketing, the more often they meet (61% of the most effective meet daily or weekly).
■ Fewer B2B marketers have a documented content marketing strategy compared with last year (32% vs. 35%), even though the research consistently shows that those who document their strategy are more effective in nearly all areas of content marketing.
■ Respondents’ content marketing maturity levels were roughly equally apportioned: approximately one-third were in the early stages; one-third, in the adolescent stage; and one-third, in the sophisticated/mature stage. In general, marketers become more effective as they gain experience, the findings show.
■ B2B marketers allocate 28% of their total marketing budget, on average, to content marketing—the same percentage as last year. The most effective allocate 42%, and the most sophisticated/mature allocate 46%.
■ Lead generation (85%) and sales (84%) will be the most important goals for B2B content marketers over the next 12 months.
■ Over the last six years, B2B marketers have consistently cited website traffic as their most often used metric. This year, however, we also asked them to rate metrics by importance. The most important metrics are sales lead quality (87%), sales (84%), and higher conversion rates (82%).
■ B2B marketers, as in years past, continue to be heavily focused on creating engaging content (72%), citing it as the top priority for their internal content creators over the next year.
Source: Content Marketing Institute