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2014 B2B Content Marketing Benchmarks

by Ayaz Nanji  |  
September 9, 2014
  |  3,783 views

Nearly two-thirds (63%) of B2B marketers plan to allocate a greater portion of their marketing budgets to content marketing over the next 12 months, according to a recent report from Starfleet Media.

Moreover, almost a quarter (23%) of the B2B marketers surveyed plan to more than double their spending on content marketing in the year ahead.

None of marketers surveyed plan to reduce their spending on content marketing over the next 12 months.

Most respondents (56%) say they spent less than half of their marketing budgets on content marketing over the previous 12 months.


Below, additional key findings from the report, which was based on data from a survey of 261 B2B marketing and sales professionals from around the world.

Content Types

  • Case studies/client success stories were the most common content types developed by respondents over the previous 12 months (69% created).
  • Other popular content types include whitepapers (63% created), webinars/videos (59%), and e-books (53%).


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by Elaine Fogel Tue Sep 16, 2014 via web

    It's always advantageous to see B2B marketing research like this. For some reason, B2C outweighs B2B in the research field. Thanks for sharing this data.

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