It’s that time of year again when we release the findings of our annual content marketing survey. Over the years, we’ve talked a lot about effectiveness. But this year, while our team was discussing new questions for the survey, we stepped back and wondered – how many companies even know what effectiveness looks like?
The answer may (or may not) surprise you. Get this: 55% of business-to-business (B2B) marketers said that it is unclear within their organization what an effective or successful content marketing program looks like.
Regardless, what’s great about the research is that we can examine how the most-effective marketers are going about their business so we can learn from them.
Let’s take a look at some of the key findings from the report, B2B Content Marketing 2016: Benchmarks, Budgets, and Trends – North America, produced by Content Marketing Institute and MarketingProfs, and sponsored by Brightcove....
Content Marketing Institute releases 2016 B2B content marketing survey and shares a new perspective on effectiveness, editorial mission statements and more.