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Good News: 86% of BtoB Marketers Now Use Content Marketing

Bad News: Only 35% have a Documented Content Strategy

The majority of b-to-b marketers are using content marketing, with 48% saying they have a content marketing strategy but don't document it, and only 35% have a documented strategy according to a new study released by the Content Marketing Institute and Marketing Profs.

The annual study, "2015 B2B Content Marketing Benchmarks, Budgets and Trends," was based on an online survey of more than 1,800 North American b-to-b marketers, conducted in July and August.


The results are a sign that many of us b-to-b marketers still have a ways to go when it comes content marketing.  Especially since the research shows that a documented content management strategy pays off.  Of those who have a documented strategy, 60% consider their organization to be effective, while only 32% of those who have a verbal strategy say they are effective.  And, 62% of the most effective marketers say they follow the documented strategy “very closely.”

The advice is crystal clear: if you want to be more effective in content marketing, have a documented plan, follow it closely – and track results.

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