The Content Marketing Institute and MarketingProfs released their annual benchmark report on B2B content marketing. It is based on surveys of 1820 North American B2B Marketers across all industries and company sizes. This is the fifth year that they have released this report, and it continues to improve each year. The entire report is embedded at the end of this post.
The first, and most notable stat in this report is that number of B2B marketers using content marketing has gone down from 93% last year to 86% this year. That is because they changed the definition of content marketing to “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.” Apparently this helped some respondents realize that there is a difference between content marketing and just creating content.
This is a benchmark study, so it gives you something you can compare yourself to. The study also examines the habits and activities of the most effective B2B content marketers, so you can see how you are doing against those who report that content marketing is meeting their goals and driving business value.
1. 86% of B2B Marketers are using content marketing
2. Only 38% of B2B Marketers rate their content marketing as effective
3. 47% of B2B Marketers have dedicated content marketing groups
4. 69% of the most effective B2B Marketers have dedicated content marketing groups
5. Only 35% of B2B Marketers have a documented content marketing strategy
6. 54% of the most effective B2B Marketers have a documented content marketing strategy
7. 55% of B2B Marketers plan to increase their content marketing spending in the next year
8. The top goal for B2B content marketing is brand awareness
9. 83% of B2B marketers use content marketing for lead generation
10. 81% of B2B marketers use content marketing for engagement
11. 70% of B2B Marketers have created more content in the last year
12. 63% of B2B Marketers use website traffic as their metric of content marketing success
13. 94% of B2B Marketers use Linkedin to distribute their content
14. 88% of B2B Marketers use Twitter to distribute their content
15. 84% of B2B Marketers use Facebook to distribute their content
16. 54% of B2B Marketers see producing engaging content as their biggest content marketing challenge
17. 50% of B2B Marketers see producing content consistently as their biggest content marketing challenge
18. 49% of B2B Marketers see measuring content effectiveness as their biggest content marketing challenge
19. 54% of the most effective B2B Marketers publish content daily or multiple times per week
20. 37% of the total marketing budget of the most effective B2B Marketers goes to content marketing