2016 Benchmarks, Budgets, And Trends—North America
2016 Benchmarks, Budgets,and Trends—North AmericaSPONSORED BY
TABLE OF CONTENTSWelcome.3Key Takeaways.4 Section 1: Usage & Effectiveness.6 Section 2: Strategy & Organization. 10 Section 3: Content Creation & Distribution. 14 Section 4: Goals & Metrics. 22 Section 5: Budgets & Spending. 25 Section 6: Challenges & Priorities. 27 Comparison Chart: Profile of a Best-in-Class B2B Content Marketer. 29 Comparison Chart: Differences Between B2B and B2C Content Marketers. 30 Demographics. 31 About. 32SPONSORED BY2
WELCOMEGreetings, Content Marketers,Welcome to the sixth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report.Over the years, we’ve talked a lot about content marketing effectiveness. But in yourorganization, is it even clear what content marketing success or effectiveness looks like?We were surprised to find that 55% don’t know.To be more effective at content marketing, you have to know what success looks like,but that’s only the starting point. Best-in-class marketers are more likely than their lesseffective peers to have a documented content marketing strategy and editorial missionstatement. They meet with their teams frequently, experiment with a broader range oftactics, and more.Joe PulizziFounderContent Marketing InstituteRead on to learn about the state of content marketing in B2B organizations today andhow the most effective marketers stand out. For access to tools to help you become moresuccessful at content marketing, see the back of this report for ways to get in touch.On with the content marketing revolution!Joe & AnnAnn HandleyChief Content OfficerMarketingProfsSPONSORED BY3
KEY TAKEAWAYSOne key theme that emerged from this year’s B2B research is thateffective content marketers do several things differently:1They understandwhat successfulcontent marketinglooks like2They documenttheir contentmarketingstrategy3They documenttheir editorialmission statement4Theycommunicatefrequently withtheir teamHere are some key takeaways: O nly 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, andexperience. 4 4% of B2B marketers say their organization is clear on what content marketing success or effectiveness looks like;55% are unclear or unsure. 4 4% of B2B marketers meet daily or weekly—either in person or virtually—to discuss the progress of their content marketingprogram; however, the more effective the organization is at content marketing, the more often they meet (61% of the mosteffective meet daily or weekly).SPONSORED BY4
KEY TAKEAWAYSKey takeaways continued: F ewer B2B marketers have a documented content marketing strategy compared with last year (32% vs. 35%), even thoughthe research consistently shows that those who document their strategy are more effective in nearly all areas of contentmarketing. R espondents’ content marketing maturity levels were roughly equally apportioned: approximately one-third were in theearly stages; one-third, in the adolescent stage; and one-third, in the sophisticated/mature stage. In general, marketersbecome more effective as they gain experience, the findings show. B 2B marketers allocate 28% of their total marketing budget, on average, to content marketing—the same percentage as lastyear. The most effective allocate 42%, and the most sophisticated/mature allocate 46%. L ead generation (85%) and sales (84%) will be the most important goals for B2B content marketers over the next 12 months. O ver 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%). B 2B marketers, as in years past, continue to be heavily focused on creating engaging content (72%), citing it as the toppriority for their internal content creators over the next year.SPONSORED BY5
USAGE & EFFECTIVENESSDoes your organizationuse content marketing?Percentage of B2B RespondentsUsing Content Marketing12%88%SAY YESLast year, 86% of respondents said theyuse content marketing.No88%YesContent marketing is defined as “a strategicmarketing approach focused on creating anddistributing valuable, relevant, and consistentcontent to attract and retain a clearly definedaudience—and, ultimately, to drive profitablecustomer action.”2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY6
USAGE & EFFECTIVENESSHow B2B Marketers Assess TheirContent Marketing Maturity LevelSOPHISTICATEDProviding accurate measurement to thebusiness, scaling across the organization8%24292711MATURE%Finding success, yetchallenged with integrationacross the organization%ADOLESCENTHave developed a business case,seeing early success, becoming moresophisticated with measurement and scalingYOUNG%Growing pains, challengedwith creating a cohesive strategyand a measurement planFIRST STEPSDoing some aspects of content,but have not yet begun to makecontent marketing a processHow would you describeyour organization’s contentmarketing maturity level?32%SAY SOPHISTICATEDOR MATUREThis was a new question this year. In general,effectiveness levels are greater among marketerswith higher levels of content marketing maturity: 64% in the sophisticated/mature phase saythey are effective at content marketing 23% in the adolescent phase saythey are effective at content marketing 6% in the young/first steps phase saythey are effective at content marketing%2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY7
USAGE & EFFECTIVENESSHow B2B Marketers Rate theEffectiveness of their Organization’sUse of Content MarketingOverall, how effectiveis your organizationat content marketing?30%SAY THEY AREEFFECTIVE5 6% Very Effective424%3 44%2 22%14% Not at All EffectiveNote: For this survey, we define effectiveness as “accomplishing your overallobjectives.” We refer to those who rate their organizations as a 4 or 5 (on a scale of1 to 5, with 5 being “Very Effective” and 1 being “Not at All Effective”) as the “mosteffective” or “best-in-class” marketers. The 1s and 2s are considered the “leasteffective,” while the 3s are neutral.Last year, 38% of B2B marketers said they were effective.Effectiveness levels increase with: Experience (64% of sophisticated/mature marketerssay they are effective) A documented content marketing strategy (48%) A documented editorial mission statement (49%) Organizational clarity on what content marketingsuccess looks like (55%) Daily or weekly content marketing meetings (41%)2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY8
USAGE & EFFECTIVENESSPercentage of B2B MarketersWhose Organizations Have Clarityon Content Marketing Success44%34%21%In your organization,is it clear what an effectiveor successful content marketingprogram looks like?44%SAY YESYesNoUnsureB2B marketers whose organizations havea clear vision of content marketing successare more effective than those that do not: 79% of the most effective marketers have clarity 77% of the least effective marketers lack clarity2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY9
STRATEGY & ORGANIZATIONDoes your organization have acontent marketing strategy?Percentage of B2B Marketers WhoHave a Content Marketing Strategy32%HAVE A DOCUMENTEDCONTENT MARKETINGSTRATEGY4% UnsureYes,and it isdocumentedNo16%32%48%Yes, butit is notdocumentedLast year, 35% of B2B marketers had a documentedcontent strategy, 48% had a verbal-only strategy,and 14% had no strategy.A documented content marketing strategyimpacts effectiveness: 53% of the most effective marketers have adocumented content marketing strategy 40% of the least effective marketers haveno strategy at all.B2B marketers who have a documented contentmarketing strategy get better results from theircontent marketing tactics, social media platforms,and paid methods of content distribution (i.e., theyrate them as more effective when compared withtheir peers who don’t have a documented strategy).2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY10
STRATEGY & ORGANIZATIONPercentage of B2B Marketers WhoHave an Editorial Mission Statement6%UnsureYes, and it isdocumented28%35%No30%Does your organizationhave an editorial missionstatement for the primaryaudience you target?28%HAVE A DOCUMENTEDEDITORIAL MISSIONSTATEMENTThis was a new question this year. The likelihoodof having a documented editorial missionstatement increases if the marketer also hasa documented content marketing strategy(56% of those with a documented contentmarketing strategy also have a documentededitorial mission statement).Yes, butit is notdocumentedIn addition, 48% of the most effective marketershave a documented editorial mission statement.2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY11
STRATEGY & ORGANIZATIONHow often does yourteam meet (either in personor virtually) to discuss theprogress/results of yourcontent marketing program?How Often B2B MarketersMeet to Discuss TheirContent Marketing arterlyOther44%SAY DAILYOR WEEKLYOnly when it is necessaryEffectiveness is greater among teams thatmeet more frequently (61% of the most effectiveB2B marketers meet daily or weekly).14%2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY12
STRATEGY & ORGANIZATIONHow valuable areteam meetings in helpingyour organization to bemore effective atcontent marketing?How B2B Marketers Perceivethe Value of InternalContent Marketing MeetingsExtremely Valuable19%Very Valuable35%Somewhat Valuable35%6% Not Very Valuable3%54%SAY MEETINGSARE VALUABLEB2B marketers who meet daily or weekly aremore likely to consider meetings valuable(70%) than those who meet biweekly ormonthly (49%).Not at All Valuable2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY13
CONTENT CREATION & DISTRIBUTIONCompared with 2015,how much contentwill your organizationproduce in 2016?Expected Change inB2B Content Creation(2015 vs. 2016)Same AmountMore76%19%2%Unsure76%SAY THEY WILLPRODUCE MOREWhile 73% of the most effective B2B marketersplan to produce more content, the least effectiveplan to produce even more (81%).2%Less2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY14
CONTENT CREATION & DISTRIBUTIONB2B Content Marketing Tactic UsageSocial Media Content — other than blogsCase StudiesBlogseNewslettersIn-person EventsArticles on Your WebsiteVideosIllustrations/PhotosWhite PapersInfographicsWebinars/WebcastsOnline Number66%Used1365%Which content marketingtactics does yourorganization use?93%USE SOCIAL MEDIACONTENTThese results are similar to last year’s findings.Illustrations/photos was the tactic with thebiggest jump in usage (from 69% last year to76% this year).Note: Fewer than 50% of B2B marketers said they usethe following tactics: Research Reports (49%), Microsites/Separate Website Hubs (47%), Branded Content Tools(42%), eBooks (39%), Print Magazines (36%), Books (30%),Digital Magazines (29%), Mobile Apps (28%), VirtualConferences (25%), Podcasts (23%), Print Newsletters(22%), and Games/Gamification (12%).2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY15
CONTENT CREATION & DISTRIBUTIONHow effective are the tacticsyour organization uses?Effectiveness Ratings for B2B Tactics75%In-person EventsWebinars/WebcastsCase StudiesWhite PapersVideosResearch ReportseNewslettersBlogsInfographicsOnline Presentations66%65%63%62%61%60%59%58%58%75%SAY IN-PERSONEVENTS AREEFFECTIVEIn-person events, which has been rated the mosteffective tactic for the last six years, increased from69% to 75%. Effectiveness ratings increased forall the other tactics shown here as well, except forblogs (60% last year vs. 59% this year). The biggestincrease was for infographics (50% last year vs.58% this year).2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY16
CONTENT CREATION & DISTRIBUTIONWhich social media platformsdoes your organizationuse to distribute content?B2B Content MarketingSocial Media Platform Google Used6Note: Fewer than 25% of B2B marketers said they use the following socialmedia platforms: Vimeo (21%), iTunes (10%), Tumblr (9%), Vine (7%),Medium (6%), Periscope (6%), and SnapChat (5%).94%USE LinkedInLinkedIn, Twitter, Facebook, and YouTube remainthe top 4 social media platforms. Compared withlast year, there haven’t been major increases ordecreases in their use.Last year, the use of Google had risen 9percentage points from the previous year. Thisyear, it decreased slightly (from 64% to 62%).SlideShare and Pinterest use decreased (by 4 and8 percentage points, respectively). Instagram useincreased from 24% to 29%.2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY17
CONTENT CREATION & DISTRIBUTIONHow effective are thesocial media platformsyour organization uses?Effectiveness Ratings forB2B Social Media areFacebookInstagramPinterestGoogle 30%22%20%13%66%SAY LinkedInIS EFFECTIVEOnce again, B2B marketers rated LinkedInmost effective (64% last year vs. 66% thisyear). The effectiveness ratings of YouTube andInstagram also increased slightly, and Twitter’srating stayed the same.The effectiveness rating of Facebook decreasedslightly over the last year. The ratings of Pinterest(-5%) and Google (-7%) decreased most.2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY18
CONTENT CREATION & DISTRIBUTIONB2B Paid Advertising Usage66%Search Engine Marketing (SEM)Print or Other Offline PromotionTraditional Online Banner Ads57%52%Social Ads (e.g., LinkedIn ads)51%(long-form paid content placementon external sites)ContentDiscovery Tools14%66%USE SEARCH ENGINEMARKETING (SEM)55%Promoted Posts (e.g., promoted Tweets)Native AdvertisingWhich paid advertisingmethods does yourorganization use topromote/distribute content?39%AverageNumberUsedFor the second consecutive year, search enginemarketing (SEM) is the paid method that B2Bmarketers use most frequently. The use of all ofthese methods has increased over the last year.The largest increase was for promoted posts(42% last year vs. 52% this year).32016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY19
CONTENT CREATION & DISTRIBUTIONEffectiveness Ratings for B2BPaid Advertising Methods55%Search Engine Marketing (SEM)48%Promoted Posts (e.g., promoted Tweets)Content Discovery Tools45%Social Ads (e.g., LinkedIn ads)45%Native Advertising40%(long-form paid content placementon external sites)Print or OtherOffline PromotionTraditional OnlineBanner Ads31%29%How effective are the paidadvertising methods yourorganization uses todistribute content?55%SAY SEM ISEFFECTIVEOnce again, B2B marketers say search enginemarketing (SEM) is the most effective paidmethod for promoting/distributing content.The effectiveness ratings for all of these paidmethods have increased over the last year. Thelargest effectiveness rating increase was forcontent discovery tools (36% last year vs. 45%this year).2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY20
CONTENT CREATION & DISTRIBUTIONWhich content offers doesyour organization ask itsaudience to subscribe to?Content Offers B2B MarketersAsk Audience to Subscribe %Other72%SAY eNEWSLETTERS87% of respondents extend at least oneoffer. Even the most effective marketersand those whose content marketing level issophisticated/mature tend to focus most oneNewsletters and blogs.6%Do NotExtend Offers12%2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY21
GOALS & METRICSHow important will eachof these content marketinggoals be to your organizationin the next 12 months?Organizational Goals forB2B Content MarketingLead Generation85%Sales84%78%77%Lead NurturingBrand Awareness76%74%EngagementCustomer Retention/LoyaltyCustomer Evangelism/Creating Brand AdvocatesUpsell/Cross-sell61%58%Note: Percentages comprise marketers who rated each goal a 4 or 5 on a5-point scale where 5 “Very Important” and 1 “Not at All Important.”85%SAY LEAD GENERATIONIS THE MOSTIMPORTANT GOALLead generation and sales, in that order, arethe two most important content marketinggoals of most B2B marketers, no matter whattheir effectiveness level is or whether they havea documented strategy and editorial missionstatement.The exceptions: Organizations that are in the first steps of theircontent marketing program place greateremphasis on sales (85%) than lead gen (78%). Enterprise marketers (1,000 employees) sayengagement is their most important goal (82%),followed by sales (81%), and lead gen (79%).2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY22
GOALS & METRICSMost Important MetricsB2B Content Marketers Use87%Sales Lead Quality84%Sales82%Higher Conversion Rates71%71%69%Sales Lead QuantityWebsite TrafficBrand LiftSEO RankingCustomer Renewal RatesPurchase IntentSubscriber GrowthHow important arethe metrics yourorganization uses?Sales lead quality, sales,and higher conversion ratestop the list67%66%64%62%2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsRegardless of how effective they are at contentmarketing, B2B marketers consistently cite saleslead quality, sales, and higher conversion rates asthe top 3 most important metrics.Note: Percentages comprise marketers who ratedeach metric a 4 or 5 on a 5-point scale where 5 “VeryImportant” and 1 “Not at All Important.”Note: Additional metrics rated as important wereQualitative Feedback from Customers (61%), DataCapture (60%), Time Spent on Website (59%), InboundLinks (54%), Social Media Sharing (50%), and CostSavings (36%).SPONSORED BY23
GOALS & METRICSThe Most Important MetricB2B Content Marketers UseSales Lead QualityWhat is THE MOSTimportant metricyour organization uses?31%SAY SALESLEAD QUALITY31%Other13%23%3%SEO Ranking3%5%Subscriber GrowthWebsite Traffic6% 7%BrandLiftSalesMost B2B marketers say sales lead quality isthe most important metric. The exceptionis micro-size organizations (1-9 employees),which are more focused on sales (32%) thansales lead quality (24%).9%SalesLeadQuantityHigher ConversionRates2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY24
BUDGETS & SPENDINGPercentage of Total Marketing BudgetSpent on B2B Content S THE AVERAGE10%-24%10%75%-99%Approximately whatpercentage of yourorganization’s total marketingbudget (not including staff) isspent on content marketing?23%3%1%-9%0%The average proportion of total marketingbudget allocated to content marketing lastyear was also 28%.There is a correlation between effectivenessand the amount of budget allocated. Themost effective B2B marketers allocate 42%,on average (up from 37% last year), whereasthe least effective allocate 15% (down from16% last year).B2B marketers whose content marketingmaturity level is sophisticated allocate themost (46%).2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY25
BUDGETS & SPENDINGB2B Content Marketing Spending(Over Next 12 Months)3%UnsureDecreaseHow do you expectyour organization’s contentmarketing budget to changein the next 12 months?51%SAY THEY WILLINCREASE SPENDING11%35%51%IncreaseMore than half of B2B marketers plan toincrease their content marketing budget.Even 57% of those who are least effectiveat content marketing plan to increase theirbudget.Remainthe Same2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY26
What are your organization’stop five content marketingchallenges this year?CHALLENGES & PRIORITIES60%Top Challenges forB2B Content Marketers60%Producing Engaging ContentMeasuring Content Effectiveness57%Producing Content Consistently57%Measuring the ROI of Content Marketing ProgramLack of Budget35%Producing a Variety of Content35%52%2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSAY PRODUCINGENGAGING CONTENTThis year, we asked B2B marketers to select their top 5challenges from a list that also included the following: Gaps in knowledge and skills of internal team (25%) Understanding/choosing technology that we need(24%) Lack of integration across marketing (23%) Finding or training skilled content marketingprofessionals/content creators (21%) Lack of buy-in/vision from higher-ups (19%) Implementing the technology that we alreadyhave in place (18%) Other (6%) No challenges (1%)The most effective B2B marketers are more challengedwith measuring content effectiveness (53%) than theyare with producing engaging content (49%). The same istrue for those who are sophisticated/mature in contentmarketing (54% vs. 51%).SPONSORED BY27
What are the top fivepriorities that yourorganization’s content creatorswill focus on this year?CHALLENGES & PRIORITIESTop Priorities forB2B Content Creators72%Creating More Engaging ContentBetter Understanding of What ContentIs Effective — and What Isn’tFinding More/BetterWays to Repurpose Content65%57%51%Creating Visual ContentBecoming BetterStorytellers41%Better Understandingof Audience41%2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsThis year, we asked B2B marketers to select theirtop 5 priorities for internal content creators froma list that also included the following: Content optimization (38%) Content curation (22%) Content personalization (20%) Becoming stronger writers (19%) Other (3%) No priorities this year (2%)Creating more engaging content was also thetop priority last year, no matter how effective themarketer or what size the company.Creating more engaging content is an evenbigger priority for those who are in the first stepsof their content marketing maturity program(82%); that group is highly focused on producingengaging content, with their second priority (betterunderstanding of what content is effective) trailingfar behind (64%).SPONSORED BY28
COMPARISON CHARTProfile of a Best-in-ClassB2B Content MarketerMost EffectiveAverage/OverallLeast EffectiveOrganization is clear on what an effective orsuccessful content marketing program looks like79%44%23%Describes organization as sophisticated/mature70%32%4%Meets daily or weekly to discuss content marketing program61%44%25%Finds meetings extremely or very valuable72%54%38%Has a documented content marketing strategy53%32%13%Has a documented editorial mission statement48%28%14%Average number of tactics used151311Average number of social media platforms used765Average number of paid advertising methods used433Percentage of total marketing budget allocated to content marketing42%28%15%Plans to increase content marketing budget in next 12 months48%51%57%Chart term definitions: A “best-in-class” content marketer (aka “most effective”) is one who rates his or her organization a 4 or 5 in effectiveness on a scale of 1 to 5, with 5 being“Very Effective” and 1 being “Not at All Effective.” Those who rate their organization a 1 or 2 are “least effective.” The numbers under “average/overall” represent total respondents.2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY29
COMPARISON CHARTDifferences Between B2Band B2C Content MarketersB2BB2CUses content marketing88%76%Considers organization effective at content marketing30%38%Organization is clear on what an effective or successful content marketing program looks like44%43%Describes organization as sophisticated/mature32%37%Meets daily or weekly to discuss content marketing program44%48%Finds meetings extremely or very valuable54%59%Has a documented content marketing strategy32%37%Has a documented editorial mission statement28%39%Average number of tactics used1312Average number of social media platforms used67Average number of paid advertising methods used34Percentage of total marketing budget allocated to content marketing28%32%Plans to increase content marketing budget in next 12 months51%50%2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY30
DEMOGRAPHICSB2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfsand sponsored by Brightcove.The sixth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of marketersusing lists from Content Marketing Institute, MarketingProfs, the Business Marketing Association (BMA), Blackbaud, The Association for Data-drivenMarketing & Advertising (ADMA), Industry Week, New Equipment Digest, and WTWH Media.A total of 3,714 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the surveyduring July and August 2015. This report presents the findings from the 1,521 respondents who said they were B2B marketers in North America (1,334 ofwhom said, “yes, our organization uses content marketing”), producing a /-2.5% degree of accuracy at a 95% confidence level.The B2C percentages shown in this report (p. 30) derive from the same research study. The full findings for B2C North America are available in a separatereport.B2B IndustryClassification17%3%3%4%4%Size of B2B Company(by Employees)B2B Content Marketing Editorial LeadInternal Content Curator9%20%27%31%14%Traditional Marketing/Paid MediaAudience DevelopmentDesignerTechnologyAdvertising/Marketing Manufacturing Consulting Publishing/Media Banking/Accounting/Financial Healthcare/Pharmaceuticals Engineering/Construction/Architecture Other 60%Content Marketing Leader for Overall ProgramMicro (Fewer than 10 Employees)Small (10-99 Employees) Midsize (100-999 Employees) Large (1,000 Employees) : Multiple responses permitted.2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfsSPONSORED BY31
ABOUTContent Marketing Institute and MarketingProfs thank all the survey respondentsand distribution partners who made this survey possible.About Content Marketing Institute (CMI)Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands howto attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest contentmarketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some ofthe best-known brands in the world. CMI has been named an Inc. 5000 company for the last four years. Watch this video to learn more aboutCMI. View all CMI research at www.contentmarketinginstitute.com/research.About MarketingProfsMarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our freedaily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics inmarketing—and how to apply them to their businesses. Visit MarketingProfs.com for m
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs How B2B Marketers Perceive the Value of Internal Content Marketing Meetings 19% 35% 35% 6% 3% Extremely Valuable Very Valuable Somewhat Valuable Not Very Valuable Not at All Valuable SPONSORED BY. 14
Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’ve made quite a few changes to our annual survey this year to reflect the maturing content marketing industry. This year’s research paints a brighter picture than the last few ye
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