The Latest B2B Content Marketing Trends, Statistics and Insights for 2019
By Tim Asimos
Content Marketing Institute and MarketingProfs recently released their B2B Content Marketing: 2019 Benchmarks, Budgets, and Trends—North America research. The ninth annual report is packed with findings collected from B2B marketers representing a full range of industries, functional areas and company sizes.
The 44-page report provides a snapshot of the current state of B2B content marketing while providing insight into how the most effective content marketers do things differently. The survey featured many changes and saw the addition of new questions that better reflect the maturation of the B2B content marketing discipline. This year’s survey was limited to respondents whose organizations have used content marketing for at least one year. In addition, respondents were also qualified to confirm they were actually involved (directly or indirectly) with content marketing—providing a more experienced pool of practicing content marketers and better insights.
As the findings support, content marketing is without a doubt, an evolving discipline and one that both marketers and organizations continue to work out. Here are some key insights from the report:
Most marketers consider their B2B content marketing efforts to be successful
This year’s report indicates marketers have made significant progress over the last year, and content marketing is thriving. When asked to rate the success of their overall content marketing efforts, this year 78% of marketers said their efforts were either extremely successful (4%), very successful (23%) or moderately successful (51%). A somewhat significant number of marketers (20%) considered their efforts minimal successful and only 2% reported their efforts to be not at all successful. When asked how the success of their organization’s current overall content marketing approach compares with one year ago, 70% reported their organizations are much more (17%) or somewhat more (53%) successful.
Most companies are committed to content marketing
In line with last year’s report, 67% of marketers said their organizations were either extremely committed (27%) or very committed (40%) to content marketing (up from 56% in 2018). Not surprisingly, 93% of the top performers in content marketing said their organizations were extremely/very committed to content marketing. This further highlights that content marketing is no longer simply a trend or a “shiny new object,” but rather it’s become a core competency of B2B marketing teams.
The majority still consider their content marketing “immature”
One question asked was: “How would you describe your organization’s content marketing maturity level?” Only 42% defined their content marketing as mature or sophisticated (up from 34% in 2018). While the majority considers their content marketing maturity level “immature,” only 5% are in the “first steps” category (down from 9% in 2018). But as it turns out, content marketing—while fairly simple and straightforward in theory—is quite challenging to execute. As companies become more sophisticated and seasoned in their content marketing efforts, this statistic is certainly shifting.
Most companies have a content marketing strategy, but only a third have it documented
In this year’s survey, 78% of marketers said their companies had a content marketing strategy, however only 39% said their strategy was documented. There is a direct correlation between having a …read more
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