B2B Content Marketing Benchmarks, Budgets, and Trends 2016 - North America Report

BY

INFOCLUTCH | JANUARY 31, 2017

B2B Content Marketing Benchmarks, Budgets, and Trends 2016 - North America Report

A recent research conducted by Content Marketing Institute and Marketing Profs, sponsored by Brightcove revealed that 88% of respondents use content marketing to drive their campaigns profitable and improve customer engagement.

Percentage of B2B Marketers Who Have a Content Marketing Strategy

Yes, and it is documented – 32%

Unsure – 4 %

Yes, but it is not documented – 48 %

Expected Change in B2B Content Creation by Marketers in 2016 as Compared to 2015

19 % said they will produce same amount as that of previous year

2 % was said less and 2% was unsure

76 % say they will produce more

What percentage of content marketing tactics does organization use?

Social Media Content – other than blogs – 93

Case Studies – 82

Blogs – 81

eNewsletters – 81

In-person Events – 81

Articles on Your Website – 79

Videos – 79

Illustration/Photos – 76

White Papers – 71

Webinars/Webcasts - 66

Online Presentations – 65

Percentage of Total Marketing Budget Spent on B2B Content Marketing

More than half of the content marketers say they will increase their budget in 2016.

16 % - invests 25% to 49% of their total marketing budget on content marketing

20 % - invests 10% to 24%

23% - 1% to 19%

3% - 0

Unsure – 22%

1% - invests 100%

4% - 75% to 99%

10% - 50% to 74%

Top 5 Priorities for B2B Content Creators

Creating More Engaging Content

Become Better Story tellers

Better Understanding of Audience

Creating Visual Content

Find more ways to repurpose content

Top Content Marketing Challenges

Understanding/choosing technology that we need

Lack of integration across marketing

Finding or training skilled content marketing professionals/content creators

Budget Constraints

Producing Engaging Content

Consistency in Content Production

Developing Variety of content

Measuring the content effectiveness

Goals and Metrics of Most Content Marketers –

85% of marketers say that lead generation and sales using content strategy constitute the two most important goals for their brand or company. For 32% of B2B marketers, lead quality is the most important metric they use for measuring the effectiveness of their content.

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