The Content Marketing Institute and MarketingProfs publish a yearly study on benchmarks, budgets, and trends for North American B2B companies using content marketing. In October, they released their fifth annual B2B content marketing study for 2015 – a must-read if you’re in charge of content marketing for your organization.
And what consistently shows up every year is the large percentage of firms that don’t feel their content marketing efforts are effective. This year, only 38% of B2B companies surveyed felt their efforts were effective – a drop from 42% in last year’s study.
If you’re among the 62% who don’t rate their efforts as effective, you probably want to know how to get into the 38%. CMI Founder Joe Pulizzi says the answer is to document your content marketing strategy: “B2B marketers who have a documented strategy are more effective and less challenged with every aspect of content marketing when compared with their peers who only have a verbal strategy or no strategy at all.”