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.