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CMI-MarketingProfs report reveals B2B content marketing confusion

By Alexandra Reid

Content Marketing Institute and MarketingProfs recently released a report on the state of B2B content marketing in North America that declared, “B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past,” but that they are also “more uncertain whether they are using various content marketing tactics effectively.”

The 2013 B2B content marketing benchmarks, budgets and trends survey was emailed to a sample of B2B marketers from among MarketingProfs and Content Marketing Institute members and subscribers. A total of 1,416 B2B marketers responded from North American companies in August this year, representing a full range of industries, functional areas, and company sizes. The majority of respondents were from advertising and marketing companies that have fewer than 10 employees.

The survey found that 91 percent of B2B marketers use content marketing, but most are challenged with producing enough content. This is different from previous years when the top challenge was producing engaging content.

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