2016Benchmarks,Budgets,andTrends-Content.PDFVIP

2016 Benchmarks, Budgets, and Trends—North America SPONSORED BY TABLE OF CONTENTS Welcome 3 Key Takeaways 4 ■ Section 1: Usage Effectiveness 6 ■ Section 2: Strategy Organization 10 ■ Section 3: Content Creation Distribution 14 ■ Section 4: Goals Metrics 22 ■ Section 5: Budgets Spending 25 ■ Section 6: Challenges Priorities 27 ■ Comparison Chart: Profile of a Best-in-Class B2B Content Marketer 29 ■ Comparison Chart: Differences Between B2B and B2C Content Marketers 30 ■ Demographics 31 ■ About 32 SPONSORED BY 2 WELCOME Greetings, Content Marketers, Welcome to the sixth annual B2B Content Marketing Benchmarks, Budgets, and Trends— North America report. Over the years, we’ve talked a lot about content marketing effectiveness. But in your organization, is it even clear what content marketing su ess or effectiveness looks like? We were surprised to find that 55% don’t know. Joe Pulizzi Founder To be more effective at content marketing, you have to know what su ess looks like, Content Marketing Institute but that’s only the starting point. Best-in-class marketers are more likely than their less effective peers to have a documented content marketing strategy and editorial mission statement. They meet with their teams frequently, experiment with a broader range of tactics, and more. Read on to learn about the stat