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Wednesday, October 29, 2014

2015 B2B Content Marketing Research Report

The Content Marketing Institute and MarketingProfs recently released their 2015 B2B Content Marketing Research Report.

Here are some of the findings that I thought were interesting:

  • The key theme from the research is to have a documented content marketing strategy. 35% have a documented content marketing strategy, 48% have one not documented, and 14% do not have a strategy.
  • 84% said brand awareness was their most important goal of content marketing.
  • Website traffic (at 63%) was the metric used the most to assess content marketing success.  The lowest metric was subscriber growth at 30%.
  • Content marketing tactics used the most was social media at 92%, e-newsletters at 83%, website articles as 81%, and blogs at 80%.
  • The top four challenges marketers face are producing engaging content (54%), producing content consistently (50%), measuring content effectiveness (49%), and producing a variety of content (42%).  
  • Creating more engaging content is the top content marketing initiative. 69% are currently doing this and 19% are planning to do this within the next 12 months.
  • 55% are currently trying to have a better understanding of what content is effective and what isn't. 31% plan do this within the next 12 months.
  • 63% are currently trying to find more and better ways to repurpose content. 23% plan to do within the next 12 months.
  • 63% are currently trying to better understand their audience. 21% plan to do this within the next 12 months.
  • 62% are organizing content on website. 21% plan to do this within the next 12 months and 12% said it is not a priority.
  • 55% of the respondents that have a documented content strategy publish new content daily or multiple times a week.