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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image of Ann Handley

Ann Handley is a Wall Street Journal bestselling author who speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. She is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, keynote speaker, dog person, and writer.