There's a lot to love in the findings from our newest B2B content marketing research.

An audience-first mindset. Focus on trust. Storytelling as a nurturing tool.

Let's dig in to the just-released B2B Content Marketing 2019: Benchmarks, Budgets and Trends—North America report, produced by MarketingProfs and Content Marketing Institute, starting with the stat that stood out the most for me:

Among top-performing B2B content marketers, 90% say they put their audience's informational needs ahead of their company's sales/promotional message, compared with just 56% who say so among least successful content marketers.

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ABOUT THE AUTHOR
image of Ann Handley

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.

Twitter: @MarketingProfs and @AnnHandley.