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14.09.2015
The first, and most notable stat in this report is that number of B2B marketers using content marketing has gone down from 93% last year to 86% this year. Today, we release the findings from our fifth annual content marketing survey — and it’s our biggest and best year yet. For this year’s survey, we decided to ask some new questions, and change how we approached some of our regular questions, in order to provide fresher, more insightful findings.
In last year’s survey, we asked for the first time whether marketers had a documented content marketing strategy.
B2B marketers who have a documented strategy are more effective and less challenged with every aspect of content marketing when compared with their peers who only have a verbal strategy or no strategy at all. In many cases, we found that content production continues to increase, no matter how effective organizations feel they are at content marketing — or whether or not they have a documented strategy. Measurement continues to be a hot topic among content marketers, so this year we asked how successful they are at tracking ROI on their content marketing programs. Click to tweet: Only 21% of#B2B marketers are successful at measuring content marketing ROI.


B2B marketers use an average of 13 content marketing tactics — same as what was reported last year.
Join Over 140,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! For example, we at CMI know that if one of our readers engages with four different types of content, they are exponentially more likely to come to Content Marketing World each year. The study also examines the habits and activities of the most effective B2B content marketers, so you can see how you are doing against those who report that content marketing is meeting their goals and driving business value.
Thus, B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove, reflects the progress our industry is making in exciting new ways. Of those who have a documented content marketing strategy, 23 percent said they publish new content daily. Only 21 percent said they are successful; however, the number goes up to 35 percent for marketers who have a documented strategy. Of these tactics, 92 percent cite social media content (other than blogs) as the most used, followed by eNewsletters (83 percent), and articles on their website (81 percent).


On average, B2B marketers are using three paid advertising methods, with 80 percent using at least one.
Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. It is based on surveys of 1820 North American B2B Marketers across all industries and company sizes.
Not putting any efforts in a task and expecting the most out of it is a strategy that is not going to work – for content marketing as well as for other businesses.



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