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QUESTION 1
In your organization, is it clear what an effective or successful content marketing program looks like?

You said: {{Answer01}}

Percentage of B2B Marketers Whose Organizations Have Clarity on Content Marketing Success

41%

YES

30%

NO

29%

UNSURE

Suggestions

Our B2B research roundtable recently discussed the importance of having this clarity – and how you can get it:

  • Get buy-in from management on what they need to see to quantify your content marketing program as a success.
  • Understand what metrics support success as viewed by management.
  • Make it abundantly clear to anyone who is involved in content marketing what success looks like. This includes documenting this criteria – and communicating it on a regular basis. Not only does this keep everyone on the same page, but it also helps people stay on track when roles invariably change.

QUESTION 2
Do you have a documented content marketing strategy?

You said: {{Answer02}}

Percentage of B2B Marketers Who Have a Content Marketing Strategy

37%

Yes, and it is documented

41%

Yes, but it is not documented

21%

No

QUESTION 2
Do you have a documented content marketing strategy?

You said: {{Answer02}}

Suggestion

Having a strategy is critical to success because it serves as a roadmap for your efforts. Just as importantly, it provides you with a way to say "no" to certain requests so you can stay focused and get the best results.

QUESTION 3
How would you describe your organization’s commitment level to content marketing?

You said: {{Answer03}}

B2B Marketers Commitment Level

22%

Extremely

41%

Very

30%

Somewhat

6%

Not Very

1%

Not at all

Suggestion

Just like driving a car or being a parent, you can’t be “kind of” in when it comes to content marketing. You need to commit if you want to be successful.

QUESTION 4
How would you describe your organization’s content marketing maturity level?

You said: {{Answer04}}

How B2B Marketers Assess Their Content Marketing Maturity Level

 8%

SOPHISTICATED

Providing accurate measurement to the business, scaling across the organization

24%

MATURE

Finding success, yet challenged with integration across the organization

29%

ADOLESCENT

Have developed a business case, seeing early success, becoming more sophisticated with measurement and scaling

27%

YOUNG

Growing pains, challenged with creating a cohesive strategy and a measurement plan

11%

FIRST STEPS

Doing some aspects of content, but have not yet begun to make content marketing a process

QUESTION 5
Does your organization value creativity and craft in content creation and production?

Strongly agree 36%

SOMEWHAT agree 38%

Neither 14%

somewhat disagree 8%

Strongly disagree 4%

Suggestion

While having clarity, a documented content marketing strategy and a commitment are critical to success, there is no substitute for truly putting time into creating content your audience craves.

See What Effective B2B Content Marketing Looks Like

Read the full report to find out additional findings

  • Which tactics, social media platforms, and paid methods of content promotion are marketers using?
  • What is the most important metric for measuring content marketing success?
  • How much budget do they allocate to content marketing? 
Download The Full ReportRetake