2017年B2B内容营销报告.pdfVIP

2 CONTENT CONTENT MARKETING MARKETING 2017 Benchmarks, Budgets, and Trends—North America SPONSORED BY TABLE OF CONTENTS 3 Welcome 24 SECTION 4: Content Creation Distribution 4 This Year’s B2B Content Marketing 35 SECTION 5: Goals Metrics Top Performers At-A-Glance 41 SECTION 6: Budgets Spending 5 SECTION 1: Usage Team Organization 44 Methodology/Demographics 10 SECTION 2: Clarity, Commitment Overall Success 45 About 19 SECTION 3: Content Marketing Strategy SPONSORED BY 2 WELCOME Greetings Marketers, Welcome to the 7th Annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’ve made quite a few changes to our annual survey this year to reflect the maturing content marketing industry. This year’s research paints a brighter picture than the last few years, indicating that content marketing is alive and well! Content marketers are on track—with 62% reporting that their Joe Pulizzi organizations are much more or somewhat more successful with their overall content marketing Founder approach compared with one year ago. Content Marketing Institute Like last year, those who are further along with their approach are the most successful, while the vast majority of the least successful are in the you