2017 B2B Content Marketing Benchmarks, Budgets, and Trends

B2B content marketers are doing a great job, but they're still up against some challenges, according to brand-new research.

B2B content marketers are doing a great job, but they're still up against some challenges, according to brand-new research.

First, the good news: B2B marketers are indeed finding success with content marketing: 62% of B2B marketers in North America say their organization's overall approach to content marketing has been much more or somewhat more successful than a year ago, according to B2B Content Marketing: 2017 Benchmarks, Budgets and Trends - North America.

MarketingProfs and Content Marketing Institute, a UBM company, today released the seventh annual iteration of our research, which is sponsored by Brightcove. This year, the survey was redesigned, including new questions and revised questions, to draw out clearer insights into the successes and challenges content marketers face.

Marketers gave the most credit for their success to two factors - doing a better job with content creation (85% of B2B content marketers cited it) and developing or adjusting their content marketing strategy (72%).

The news wasn't all rosy, though. For example, although 72% of B2B marketers are more focused on building long-term relationships than on getting quick results from their content marketing, only half agree that their leadership team gives them ample time to produce content marketing results.

Here are more highlights from the report:

 22% of B2B marketers say their organization's overall content marketing approach is extremely or very successful (that 22% constitute this year's "top performers").

63% of B2B marketers say their organizations are extremely or very committed to content marketing (that's compared with 91% of top performers).

37% of B2B marketers have a documented content marketing strategy (compared with 61% of top performers).

 72% of B2B marketers measure content marketing ROI (compared with 88% of top performers).

68% of B2B marketers agree that their organization is realistic about what content marketing can achieve (compared with 91% of top performers).

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Source: MarketingProfs

B2B content marketing, B2B marketing, B2B marketing benchmarks, Uncategorized, B2B marketing budget

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