30% of B2B marketers say their companies are effective at content marketing

Only 30% of B2B marketers say their companies are effective at content marketing, down from 38% last year, according to B2B Content Marketing Benchmarks, Budgets, and Trends — North America from Content Marketing Institute.

According to the recently published report entitled “B2B Content Marketing – Budgets, Benchmarks and Trends” only 30% of B2B marketers think their organizations are effective at content marketing, down from 38% last year.

44% of B2B marketers say their organization is clear on what content marketing success or effectiveness looks like, 55% are unclear or unsure.

44% of B2B marketers meet daily or weekly—either in person or virtually—to discuss the progress of their content marketing program; however, the more effective the organization is at content marketing, the more often they meet (61% of the most effective meet daily or weekly).

Lead generation (85%) and sales (84%) will be the most important goals for B2B content marketers over the next 12 months. Over the last six years, B2B marketers have consistently cited website traffic as their most often used metric. This year, however, we also asked them to rate metrics by importance. The most important metrics are sales lead quality (87%), sales (84%), and higher conversion rates (82%).

Over the last six years, B2B marketers have consistently cited website traffic as their most often used metric. Asked to rate metrics by importance they talked aboute sales lead quality (87%), sales (84%), and higher conversion rates (82%).

When it comes to content distribution, 93 per cent surveyed say they use social media to share their content, followed by 82 per cent shared by case studies, 81 per cent by blogs and 81 per cent by eNewsletters.