11 Charts That Define B2B Content Marketing Trends, Benchmarks & Budgets In 2015

The article shares 11 primary charts from the B2B Content Marketing Benchmarks, Budgets, and Trends—North America report by Content Marketing Institute

“Last year,we asked B2B marketers for the first time whether they had a documented content marketing strategy, and not even half (44%) said yes. That left us wondering whether the 49% who said “no” maybe did have a strategy but just hadn’t documented it. This year 35% say they have a documented content marketing strategy,” informed the recently published fifth annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report by Content Marketing Institute and MarketingProfs.

The biggest takeaway of this year’s B2B Content Marketing report has been - “If you want to be more effective at content marketing, document your strategy.”

This year the report has been heard from more than 5,000 marketers—in 25 industries in 109 countries—from forprofit and nonprofit organizations. You can download the complete report from SlideShare.

Listed below are 11 data points that highlight B2B Content Marketing trends, benchmarks and budgets in 2015:

1. 86% B2B marketers are using content marketing

2. 38% say content marketing is effective

3. 35% have documented their content marketing strategy

4. Brand awareness followed by lead generation - two important goals of B2B content marketing

5. 63% consider website traffic as the metrics to assess content marketing success

6. Only 21% are successful in tracking ROI

7. 92% use social media followed by 83% eNewsletters as content marketing tactics

8. LinkedIn followed by Twitter are clear choices for B2B marketers

9. Search engine marketing tops when it comes to paid media

10. 55% will increase spending over next 12 months on B2B content marketing

11. Producing engaging content followed by consistency and effectiveness are the three big challenges


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