2016 B2B Content Marketing Data and Insights: Effectiveness and Strategy

2016 B2B Content Marketing Data and Insights Part 1: Effectiveness and Strategy [Infographic]

The Content Marketing Institute and MarketingProfs have done it again. 2016 B2B Content Marketing Benchmarks, Budgets, and Trends is out and what stands out most this year is just how few marketers say they are effective at content marketing (30%).

So what does it take to be an effective content marketer and achieve the coveted ranking of best-in-class? We hope to answer that question for you with the help of this infographic we’ve put together showing key data and insights gathered from the report.

In this Part 1 of a three-part series, we present some B2B content marketing data and insights on effectiveness and strategy. In Part 2, we’ll take a look at content, goals and metrics. And in Part 3, we’ll cover budgets, challenges and priorities.

Usage and Effectiveness

  • 88% of marketers say they use content marketing
  • 32% of marketers say their content marketing maturity level is Sophisticated or Mature
  • 30% of marketers say they are effective at content marketing
  • 44% of marketers say they have clarity on what effective content marketing looks like

Key Takeaways

Effectiveness is greater among marketers with higher levels of content marketing maturity:

  • 64% in the Sophisticated/Mature phase say they are effective at content marketing
  • 23% in the Adolescent phase say they are effective at content marketing
  • 6% in the Young or First Steps phase say they are effective at content marketing

Marketers whose organization has a clear vision of content marketing success are more effective than those that do not:

  • 55% of these marketers say they are effective
  • 79% of the most effective marketers say they have clarity
  • 77% of the least effective marketers say they lack clarity

Strategy and Organization

  • 32% of marketers say they have a documented content marketing strategy
  • 28% of marketers say they have a documented editorial mission statement
  • 44% of marketers say their team meets daily or weekly to discuss progress and results
  • 54% of marketers say team meetings are valuable in helping their organization be more effective

Key Takeaways

A documented content marketing strategy has an impact on effectiveness:

  • 53% of the most effective content marketers have a documented content marketing strategy
  • 40% of the least effective content marketers have no strategy at all
  • B2B marketers who have a documented content marketing strategy get better results from their content marketing tactics, social media platforms and paid methods of content distribution

The likelihood of having a documented editorial mission statement increases if the marketer also has a documented content marketing strategy:

  • 56% of marketers with a documented content marketing strategy also have a documented editorial mission statement
  • 48% of the most effective marketers have a documented editorial mission statement

Effectiveness is greater among teams that meet more frequently:

  • 61% of the most effective marketers meet daily or weekly
  • 70% of marketers who meet daily or weekly consider meetings to be valuable
  • 49% of marketers who meet biweekly or monthly consider meetings to be valuable

Best-in-Class Content Marketers Do Things Differently!

  • They understand what successful content marketing looks like
  • They document their content marketing strategy
  • They document their editorial mission statement
  • They communicate frequently with their team

2016 B2B Content Marketing Data and Insights to Help You Become Best-in-Class

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About Cecilia Farell

Cecilia Farell is a freelance writer living in Toronto, Canada. She does content marketing for Digioh and blogs regularly on inbound marketing, lead generation and conversion optimization. Follow Cecilia on Twitter @ceciliafarell.