2018 B2B Content Marketing Benchmarks, Budgets, and Trends: A First Look at Brand-New Research – MarketingProfs.com

by Ann Handley
To summarize our new content marketing research report in four words: Content marketing is maturing.
Almost two-thirds (63%) of North American B2B marketers—and 78% of top performers among them—say they’re much more or somewhat more successful with their content marketing now than they were a year ago, according to our just-released B2B content marketing research report.
That’s good news—both for B2B organizations and for the discipline of content marketing itself, of course.
The new report, B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America, produced by MarketingProfs and Content Marketing Institute (CMI) and sponsored by Brightcove, presents findings from the 8th annual content marketing survey. (Yes, 8th!)
Some 870 B2B marketers in North America from a wide range of company sizes and industries responded to the survey in June and July 2017.

A quarter (24%) of those surveyed say their organization’s overall content marketing approach is extremely or very successful; we consider these respondents B2B content marketing top performers.
In marketing, I value quality over quantity, great writing, building an audience over stuffing a pipeline full of so-called prospects. So here are a few of my favorite takeaways from this year’s research:
Other Key Highlights From the Report
Content Marketing Strategy


Content Creation and Distribution


Goals and Metrics


Budgets and Spending


Download the Goodness of the Full Report Here:

B2B Content Marketing 2018: Benchmarks, Budgets & Trends—North America from MarketingProfs
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ABOUT THE AUTHOR
Ann Handley is a Wall Street Journal best-selling author who recently published Everybody Writes 2. She speaks worldwide about how businesses can escape marketing mediocrity to ignite tangible results. IBM named her one of the 7 people shaping modern marketing. Ann is the Chief Content Officer of MarketingProfs, a LinkedIn Influencer, a keynote speaker, mom, dog person, and writer.
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