In what ways do the most effective B2B marketers among us differ from our less effective peers? How do B2B marketers measure content marketing success? Which metric do we say is most important? Which tactics do we use? What increases content effectiveness? And what could we be focusing on more specifically?
The answers to those questions—and many more—are in this year's B2B Content Marketing Benchmarks, Budgets, and Trends—North America report, produced by Content Marketing Institute and MarketingProfs, and sponsored by Brightcove.
This is the sixth year that MarketingProfs has teamed with Content Marketing Institute to produce this report, which feels like a lifetime in content marketing years.
We'll be interpreting the data over the next few months. But, for now, let's take a closer look at some of the biggest findings.
Content Marketing Effectiveness
Only 44% of B2B marketers say their organization is clear about what content marketing success or effectiveness looks like. Some 55% of us say our organization is either unclear or we're unsure whether our organization is clear...
Not surprisingly, then, just 30% of B2B marketers say their organizations are effective at content marketing (down from 38% last year).
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.