The Content Marketing Institute and Bright Cove released the 2014 Content Marketing Benchmarks PDF this week and it provides some good insights for what I believe to be a very strong 2015 for the world of content marketing.
The State of B2B Content Marketing In North America
Greetings Content Marketers,
We have good news to report! B2B content marketers in North America are making strides: 42% consider themselves eﬀective, up from 36% last year.
Moreover, we also can begin to understand why marketers are feeling more conﬁdent: For the ﬁrst time, we asked marketers whether they have a documented content strategy (44% do) and a person who oversees content marketing strategy (73% do). Our ﬁndings tell us that there are distinct diﬀerences between those who have a strategy and those who do not. Marketers who do are not only more eﬀective but also less challenged with every aspect of content marketing.
Even though we’ve made great strides, the industry is clearly still in the early adoption phase. However, some marketers are seeing substantial success. Read on to ﬁnd out what a best-in-class content marketer does diﬀerently and delve into many other ﬁndings as well.
42% of B2B marketers say they are effective at content marketing.Last year, 36% of B2B marketers said they were effective at content marketing.
44% of B2B marketers have a documented content strategy.
73% of B2B organizations have someone in place to oversee content marketing strategy. The majority of the most effective B2B marketers (86%) have someone who oversees content marketing strategy; however, only 46% of less effective marketers do.
Small companies (10-99 employees) are more likely than large companies (1,000+employees) to have someone who oversees content marketing strategy (78% vs. 58%).