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Describe your organization type
Content marketing is not a one size fits all strategy. And without proper planning, even the most creative content may fall flat.
How Does Your Content Marketing Stack Up?
B2B
B2C
NON-PROFIT
According to this year's Sixth Annual Content Marketing: Benchmarks, Budgets and Trends, our research shows the most effective content marketers have something in common: a documented content marketing strategy. See where you stack up against other marketers in this assessment based on our findings.
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1
In your organization, is it clear what an effective or successful content marketing program looks like?
YES
NO
UNSURE
Congratulations! You are part of the 41% of B2B marketers who know what success looks like—and knowing what success looks like is one of the first steps to becoming effective.
It’s not a surprise if you aren’t feeling effective: You need to know what success looks like. 30% of B2B marketers are like you in not knowing how their organization identifies content marketing success.
Our B2B research roundtable discussed the importance of having this clarity. Continue to see how you can get the results of this discussion.
NEXT
It’s not a surprise if you aren’t feeling effective: You need to know what success looks like. 29% of B2B marketers are like you in that they’re unsure how their organization identifies content marketing success.
Our B2B research roundtable discussed the importance of having this clarity. Continue to see how you can get the results of this discussion.
NEXT
2
Do you have a content marketing strategy?
YES
and it is documented
YES
but it is not documented
NO
Great job! You are part of the 37% of B2B marketers with a documented content marketing strategy.
Having a documented content marketing strategy is a critical step toward content marketing success.
41% of B2B marketers have a content marketing strategy that is not documented.
While having a strategy is important, our research has found that a documented strategy is an important key to content marketing success.
21% of B2B marketers lack a content marketing strategy.
Without a strategy—and without everyone working toward the same goals—it’s very tough for everyone across the organization to get results.
3
How would you describe your organization’s commitment level to content marketing?
EXTREMELY
VERY
SOMEWHAT
NOT VERY
NOT AT ALL
Congratulations! Commitment is a key to content marketing success, and you are in an elite group. Only 22% of B2B marketers are extremely committed.
41% of B2B marketers consider their organization to be very committed. Commitment is a key to content marketing success.
30% of B2B marketers consider their organizations to be somewhat committed. You’re getting there, but you need to be all in if you want to succeed with content marketing.
6% of B2B marketers consider their organizations to be not very committed. Chances are, you aren’t feeling very successful. If you aren’t all in with content marketing, you may want to focus your attention elsewhere.
1% of B2B marketers consider their organizations to be not at all committed. Chances are, you aren’t feeling very successful. If you aren’t all in with content marketing, you may want to focus your attention elsewhere.
4
How would you describe your organization’s content marketing maturity level?
FIRST STEPS
Doing some aspects of content, but have not yet begun to make content marketing a process
YOUNG
Growing pains, challenged with creating a cohesive strategy and a measurement plan
ADOLESCENT
Have developed a business case, seeing early success, & becoming more sophisticated
MATURE
Finding success, yet challenged with integration across the organization
SOPHISTICATED
Providing accurate measurement to the business, scaling across the organization
Don’t get frustrated. Like you, 10% of B2B organizations are just starting out with content marketing. This is a new muscle in many organizations, and it often takes 12 - 24 months to see results.
You are at a similar place as many of your peers. 26% of B2B marketers consider their organizations to have a young content marketing maturity level. Content marketing is a new muscle in many organizations, and it often takes 12 - 24 months to see results.
Your maturity is in line with 35% of your peers. 28% are in the sophisticated / mature phase and 36% are in the young / first steps phase.
You are more advanced than most of your peers. 22% consider their organizations to be in the mature phase of content marketing.
Your methods are very advanced. Only 6% of B2B marketers identify their organizations as sophisticated with content marketing.
5
Does your organization value creativity and craft in content creation and production?
Strongly agree
Somewhat agree
Neither
Somewhat disagree
Strongly disagree
Great job! You are like 36% of B2B marketers who strongly agree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 38% of B2B marketers who somewhat agree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 14% of B2B marketers who neither agree nor disagree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 8% of B2B marketers who somewhat disagree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 4% of B2B marketers who strongly disagree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
1
In your organization, is it clear what an effective or successful content marketing program looks like?
YES
NO
UNSURE
Congratulations! You are part of the 40% of B2C marketers who know what success looks like—and knowing what success looks like is one of the first steps to becoming effective.
It’s not a surprise if you aren’t feeling effective: You need to know what success looks like. 33% of B2C marketers are like you in not knowing how their organization identifies content marketing success.
Our B2B research roundtable discussed the importance of having this clarity. Continue to see how you can get the results of this discussion.
It’s not a surprise if you aren’t feeling effective: You need to know what success looks like. 26% of B2C marketers are like you in that they’re unsure how their organization identifies content marketing success.
Our B2B research roundtable discussed the importance of having this clarity. Continue to see how you can get the results of this discussion.
2
Do you have a content marketing strategy?
YES
and it is documented
YES
but it is not documented
NO
Great job! You are part of the 40% of B2C marketers with a documented content marketing strategy.
Having a documented content marketing strategy is a critical step toward content marketing success.
34% of B2C marketers have a content marketing strategy that is not documented.
While having a strategy is important, our research has found that a documented strategy is an important key to content marketing success.
26% of B2C marketers lack a content marketing strategy.
Without a strategy—and without everyone working toward the same goals—it’s very tough for everyone across the organization to get results.
3
How would you describe your organization’s commitment level to content marketing?
EXTREMELY
VERY
SOMEWHAT
NOT VERY
NOT AT ALL
Congratulations! Commitment is a key to content marketing success, and you are in an elite group. Only 18% of B2C marketers are extremely committed.
42% of B2C marketers consider their organization to be very committed. Commitment is a key to content marketing success.
31% of B2C marketers consider their organizations to be somewhat committed. You’re getting there, but you need to be all in if you want to succeed with content marketing.
7% of B2C marketers consider their organizations to be not very committed. Chances are, you aren’t feeling very successful. If you aren’t all in with content marketing, you may want to focus your attention elsewhere.
1% of B2C marketers consider their organizations to be not at all committed. Chances are, you aren’t feeling very successful. If you aren’t all in with content marketing, you may want to focus your attention elsewhere.
4
How would you describe your organization’s content marketing maturity level?
FIRST STEPS
Doing some aspects of content, but have not yet begun to make content marketing a process
YOUNG
Growing pains, challenged with creating a cohesive strategy and a measurement plan
ADOLESCENT
Have developed a business case, seeing early success, & becoming more sophisticated
MATURE
Finding success, yet challenged with integration across the organization
SOPHISTICATED
Providing accurate measurement to the business, scaling across the organization
Don’t get frustrated. Like you, 14% of B2C organizations are just starting out with content marketing. This is a new muscle in many organizations, and it often takes 12 - 24 months to see results.
You are at a similar place as many of your peers. 22% of B2C marketers consider their organizations to have a young content marketing maturity level. Content marketing is a new muscle in many organizations, and it often takes 12 - 24 months to see results.
Your maturity is in line with 32% of your peers. 30% are in the sophisticated / mature phase and 36% are in the young / first steps phase.
You are more advanced than most of your peers. 24% consider their organizations to be in the mature phase of content marketing.
Your methods are very advanced. Only 6% of B2C marketers identify their organizations as sophisticated with content marketing.
5
Does your organization value creativity and craft in content creation and production?
Strongly agree
Somewhat agree
Neither
Somewhat disagree
Strongly disagree
Great job! You are like 40% of B2C marketers who strongly agree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 29% of B2C marketers who somewhat agree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 16% of B2C marketers who neither agree nor disagree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 10% of B2C marketers who somewhat disagree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
You are like 5% of B2C marketers who strongly disagree their organization values creativity and craft in content creation and production.
While having a sound strategy and operations are important, there is no substitute for devoting time to the craft of creating content that people want.
1
In your organization, is it clear what an effective or successful content marketing program looks like?
YES
NO
UNSURE
Congratulations! You are part of the 35% of Nonprofit marketers who know what success looks like—and knowing what success looks like is one of the first steps to becoming effective.
It’s not a surprise if you aren’t feeling effective: You need to know what success looks like. 35% of Nonprofit marketers are like you in not knowing how their organization identifies content marketing success.
Our Nonprofit research roundtable discussed the importance of having this clarity. Continue to see how you can get the results of this discussion.
It’s not a surprise if you aren’t feeling effective: You need to know what success looks like. 30% of Nonprofit marketers are like you in that they’re unsure how their organization identifies content marketing success.
Our Nonprofit research roundtable discussed the importance of having this clarity. Continue to see how you can get the results of this discussion.
2
Do you have a content marketing strategy?
YES
and it is documented
YES
but it is not documented
NO
Great job! You are part of the 30% of Nonprofit marketers with a documented content marketing strategy.
Having a documented content marketing strategy is a critical step toward content marketing success.
32% of Nonprofit marketers have a content marketing strategy that is not documented.
While having a strategy is important, our research has found that a documented strategy is an important key to content marketing success.
37% of Nonprofit marketers lack a content marketing strategy.
Without a strategy—and without everyone working toward the same goals—it’s very tough for everyone across the organization to get results.
3
How would you describe your organization’s commitment level to content marketing?
EXTREMELY
VERY
SOMEWHAT
NOT VERY
NOT AT ALL
Congratulations! Commitment is a key to content marketing success, and you are in an elite group. Only 17% of Nonprofit marketers are extremely committed.
34% of Nonprofit marketers consider their organization to be very committed. Commitment is a key to content marketing success.
39% of Nonprofit marketers consider their organizations to be somewhat committed. You’re getting there, but you need to be all in if you want to succeed with content marketing.
8% of Nonprofit marketers consider their organizations to be not very committed. Chances are, you aren’t feeling very successful. If you aren’t all in with content marketing, you may want to focus your attention elsewhere.
3% of Nonprofit marketers consider their organizations to be not at all committed. Chances are, you aren’t feeling very successful. If you aren’t all in with content marketing, you may want to focus your attention elsewhere.
4
How would you describe your organization’s content marketing maturity level?
FIRST STEPS
Doing some aspects of content, but have not yet begun to make content marketing a process
YOUNG
Growing pains, challenged with creating a cohesive strategy and a measurement plan
ADOLESCENT
Have developed a business case, seeing early success, & becoming more sophisticated
MATURE
Finding success, yet challenged with integration across the organization
SOPHISTICATED
Providing accurate measurement to the business, scaling across the organization
Don’t get frustrated. Like you, 14% of Nonprofit organizations are just starting out with content marketing. This is a new muscle in many organizations, and it often takes 12 - 24 months to see results.
You are at a similar place as many of your peers. 28% of Nonprofit marketers consider their organizations to have a young content marketing maturity level.
Your maturity is in line with 33% of your peers. 24% are in the sophisticated / mature phase and 42% are in the young / first steps phase.
You are more advanced than most of your peers. 21% consider their organizations to be in the mature phase of content marketing.
Your methods are very advanced. Only 3% of Nonprofit marketers identify their organizations as sophisticated with content marketing.
5