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 organizations are much more or somewhat more successful with their overall content marketing approach compared with one year ago.
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CONTENT
MARKETING
2017 Benchmarks, Budgets,
and Trends—North America
Welcome
This Year’s B2B Content Marketing
Top Performers At-A-Glance
SECTION 1: Usage & Team Organization
SECTION 2: Clarity, Commitment &
Overall Success
SECTION 3: Content Marketing Strategy
SECTION 4: Content Creation & Distribution
SECTION 5: Goals & Metrics
SECTION 6: Budgeting & Spending
Methodology/Demographics
About
TABLE OF CONTENTS
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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
organizations are much more or somewhat more successful with their overall content marketing
approach compared with one year ago.
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 young/early phases of content marketing.
With time, a documented strategy, creativity, meaningful goals and metrics, a willingness to
experiment, and perhaps most importantly, a commitment to content marketing, those
marketers will succeed.
Please watch for continuing editorial coverage of our research findings throughout 2017.
We hope you will find the insights useful as you prepare for the year ahead.
Yours in content,
Joe & Ann
Joe Pulizzi
Founder
Content Marketing Institute
Ann Handley
Chief Content Officer
MarketingProfs
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COMPARISION CHART
Most Successful
All Respondents
Least Successful
Organization is clear on what an effective or
successful content marketing program looks like
81%
41%
14%
Organization is extremely/very committed to content marketing
91%
63%
35%
Describes organization’s content marketing maturit