As B2B marketers continue to discover the value of creating and delivering content, new research indicates that they are beginning to see measurable success in this area.
The Content Marketing Institute recently published the 13th edition of its “B2B Content Marketing: Benchmarks, Budgets, and Trends” report, and statistics suggested that the majority of B2B marketers claim their organization has been at least “moderately successful” with content marketing over the past year. About 25% said their company has been “very successful,” while 4% stated that it has been “extremely successful.”
In the last year, most B2B marketers (71%) believe that content marketing has become “more important” over the past 12 months. About 40% now have a documented content marketing strategy, while 33% have one in place, but it is not documented.
“If one theme emerged from this year’s annual research it was this: It’s time for organizations to finally give content marketing the investment it deserves, staff it accordingly, and reap the rewards,” concluded the authors behind the report.
Achieving Key Goals through Content Marketing
Although more marketers are seeing success by leveraging content marketing, previous research suggests that this does not mean they are not faced with challenges.
Ascend2 released its “Creating Original Content” report, and data indicated that most marketers (70%) feel that their content marketing strategy has only been “somewhat successful” at achieving its objectives. Measuring return-on-investment (37%), improving content engagement (46%), and implementing the proper technology for execution (37%) remain top challenges for marketers.
Interactive videos/live streamed content (40%) has been the most difficult task for marketers to conduct.