Posted October 1, 2014 9:00 am by with 3 comments

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The B2B Content Marketing 2015: Benchmarks, Budgets, and Trends, produced by Content Marketing Institute and MarketingProfs and sponsored by Brightcove–say that 10 times fast–is out and provides an interesting, if not concerning, glimpse of how B2B marketers are approaching their marketing strategies.

First, an alarming number haven’t written down their marketing strategy, which means, should they not turn up for work one day, their company is up a certain creek, without a paddle:


Hoping that more equals more, B2B marketers are pumping out more content this year versus last year:


Lastly, only 21% of surveyed marketers report any kind of success in tracking their ROI, with 15% not even bothering to track!


Social media tops all content tactics and paid search is the most used paid channel. These stats and more are available in the full report below:


  • What this report misses is a list of definitions that marketers use for their “content marketing”. It would be nice to see a roundup of all the different perspectives on what it is supposed to be (not from all the people blogging about it, but from all the people trying to do it).

    • Page 19 of the report lists the types of content marketing used.

      • Do you mean the tactics on slide 19? What I would like to see is a poll of “content marketers” where they share their working definitions of “content marketing”. Or maybe just simple statements like: “We use content [IN SOME WAY] to achieve [SOME GOAL] and (wish we could) measure success/activity by [SOME METRIC].”

        There are people who talk about “content marketing” and then they just ramble on about how to write the best blog posts, or how to find good guest writers, etc. And there are people who (as in some of the examples of this report) are using other platforms (like Facebook, LinkedIn, etc.) to stimulate interest in off-site audiences. But are they trying to drive conversions to their Websites, offline businesses, both, or just build communities “out there”?

        The discussion is very confused and convoluted because so many people are trying to take the concept into different directions. A lot of people who just publish Websites full of articles say they are “content marketing” but they’re not reaching out to new audiences.