Survey: B2B Organizations Focused on Strengthening Content Marketing Teams

New research indicates that as content marketing investments continue to rise, more organizations are now poised to execute in-depth strategies through talent acquisition.

In fact, Curata’s “2016 Content Marketing Staffing and Tactics Barometer” revealed that 42 percent of companies (primarily B2B) now have an executive responsible for content marketing. This percentage is projected to climb over 50 percent in 2017.


Overall, 42 percent of respondents intend on increasing their content marketing staff levels in 2016.

That being said, the results also showed that companies still have some room for improvement when it comes to content marketing strategy. For example, 48 percent of respondents are not curating their content. Just 29 percent of leading marketers systematically reuse and repurpose content, and 37 percent never complete a content audit.

To achieve success, the report urges content marketers to focus on creating a content strategy, completing a content audit, and focusing content creation on segments.

Nearly half of respondents (41 percent) stated that content creation is the greatest skill-set missing from their team. Sixty-eight percent said that they have a content marketing team consisting of three or fewer people.

Marketing Executives Hone in on Content Failures

Previous research has shown that organizations are commonly missing the target in terms of content marketing. The “Age of Brand, Agency and Customer Collaboration” report from Forbes Insights and Oracle Marketing Cloud discovered that 38 percent of executives believe they do not effectively create and deliver timely content tailored to specific customer needs.

Just 19 percent said they were “highly effective” at using buyer data to create new marketing programs. Furthermore, only 24 percent said their organizations were “highly effective” at generating and delivering personalized content.

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