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B2B Content Marketing Benchmarks, Budgets, and Trends 2016

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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