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The State of B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends [Infographic]

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A whopping 93% of B2B marketers use content marketing today. But how are they using it?

MarketingProfs and the Content Marketing Institute issued findings from their annual content marketing study, which included responses from 1,217 B2B content marketers in North America.

Using information from the report, the following Brightcove infographic highlights the latest findings regarding tactics, content segmentation and challenges, and measurement in B2B content marketing.

B2B marketers, on average, use 13 tactics to reach their audiences. Social media (excluding blogs) is the most popular tactic, used by 87% of those marketers. That's followed by articles on a company website (81%) and e-newsletters (80%).

The primary challenges B2B marketers face are lack of time (69%) and producing enough content (55%).


Some 93% of the most effective B2B content marketers cite lead generation as a goal of their content marketing efforts, compared with 64% of the least effective B2B content marketers.

To find out more about the report highlights, check out the following infographic. You can also see the complete report on SlideShare.


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  • by Scott Armstrong Sun Oct 13, 2013 via web

    Always love your B2B Content Marketing data but wanted to say well done on your infographic. It does a great job of telling the story of your data!

    Thanks for sharing

    Scott Armstrong
    Brainrider - A Better B2B Marketing Agency

  • by Katrina Wed Nov 20, 2013 via web

    This is a great infographic. Quick question... you say up to 13 different tactics, but did you also find out or have an idea of on average how many touchpoints are being made in a month or year? It's a question that comes up often and although I know there is no magic number, i'm curious of your thoughts. thanks!

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