Is content marketing still a mystery to B2B marketers?

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More than half of B2B marketers surveyed are unclear about what an effective or successful content marketing program looks like, according to a new report from Content Marketing Institute (CMI), the leading global content marketing education and training organization.

In their latest benchmark report, CMI found that 55 percent of B2B marketers were still struggling with their content marketing efforts. The study found they’re struggling to be effective in their efforts, aren’t documenting their strategies well (or at all), and aren’t communicating well within their own teams.

This lead to an 8 percent decrease in overall effectiveness ratings for content marketing (30 percent this year, down from 38 last year.)

“While perhaps the industry is approaching a trough of disillusionment,” Joe Pulizzi said in his post about the report’s release, “Companies that report being clear on success or effectiveness also show a higher effectiveness rate (55 percent).”

Other key stats from the report:

  • 32 percent of B2B organizations say their content marketing maturity level is sophisticated or mature, with over half (56 percent) are still in the young/adolescent stages.
  • 79 percent of the most effective marketers have clarity on success, while 77 percent of the least effective ones lack clarity.
  • 76 percent of B2B marketers are going to increase their content creation in next year.
  • 85 percent of B2B marketers say lead generation is their #1 goal for content marketing, with sales coming in a close second at 84 percent.
  • B2B marketers spend an average of 28 percent of their total marketing budget on content marketing.

Read our previous article on getting the most out of your content marketing strategy by setting out specific KPIs

Photo via Flickr, Creative Commons

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Julia Borgini

Julia Borgini is a technology writer, copywriter and consultant for B2B technology companies. She helps them connect with people and grow their business with helpful content and copy. Visit her website to see who she’s helping today: