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The secret to content marketing success: document a strategy and adhere to it.

Two critical factors differentiate great content marketers from the rest: having a documented content marketing strategy, and following it very closely, according to the findings of the fifth annual content marketing study by MarketingProfs and the Content Marketing Institute.

Just 35% of content marketers have a documented content marketing strategy, although 48% say they have one but it's not documented, the B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study found.

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image of Vahe Habeshian

Vahe Habeshian is the director of publications at MarketingProfs and a longtime editor. Reach him via vahe@marketingprofs.com.

Twitter: @habesh