The State of B2B Content Marketing [Infographic]

MarketingProfs and the Content Marketing Institute (CMI) recently released its report on the State of B2B Content Marketing in North America.  Here are some highlights summarized by MarketingProfs in its overview of the report:

B2B content marketers are spending more.

On average, B2B content marketers are spending 33% of their marketing budgets on content marketing. Last year’s number was 26%. In addition, 54% plan to increase content marketing spending next year.

B2B content is more frequent.

The MarketingProfs/CMI study found that in addition to spending more, content marketers are more frequently using the full range of content tactics than they were last year. Research reports, videos, and mobile content have seen the greatest increase.

LinkedIn takes top post for social distribution.

According to the study, B2B content marketers use five social distribution channels, on average. LinkedIn took over the top spot of the most commonly used social distribution channel, outweighing Twitter which had been on top the previous two years.

Content Marketing is not without its challenges.

One of the biggest findings of the study is that 90% of respondents are doing some form of content marketing. This is clearly not a passing fad. Yet marketers ARE having their fair share of challenges which include finding processes that work. We discovered the following infographic on the Marketo B2B marketing and sales blog and are happy to share it here. It provides a visual interpretation of key stats from the report.

State of B2B Content Marketing 

About the Author


Cristi is president and founder of Spark Inbound Marketing, an inbound marketing agency dedicated to high quality content creation and smart strategies to help companies attract more visitors and leads.

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