B2B Content Marketing 2017 Benchmarks, Budgets and Trends

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 B2B CONTENT MARKETING CONTENT MARKETING Institute Trends North America MARKETING Institute MarketingProfs CONTENT MARKETING Trends
About manojranaweera

CONTENT MARKETING B2B CONTENT MARKETING CONTENT MARKETING Institute Trends North America MARKETING Institute MarketingProfs CONTENT MARKETING Trends
<p>SPONSORED BY
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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
3
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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 maturity as sophisticated/mature
72%
28%
2%
Has a documented content marketing strategy
61%
37%
13%
Content marketing strategy is extremely/very effective
83%
34%
2%
Measures content marketing ROI
88%
72%
56%
Percentage of total marketing budget allocated to content marketing (average)
39%
29%
22%
Agrees that organization is realistic about what content marketing can achieve
91%
68%
41%
Agrees that organization is able to quickly adjust content marketing strategy
87%
66%
41%
Always/frequently delivers content consistently
85%
58%
32%
Agrees that leadership gives ample time to produce results
77%
52%
26%
This Year’s B2B Content Marketing Top Performers 
At-A-Glance  
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Chart term definitions: A top performer (aka, “most successful”) is one who characterizes his or her organization’s overall content marketing approach as extremely or very successful.  
The “least successful” characterize their organization’s approach as minimally or not at all successful.
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USAGE & TEAM 
ORGANIZATION
28% 55% 42% 
Are in the 
sophisticated/
mature phase of 
content marketing 
maturity
Have small content 
marketing teams 
serving the entire 
organization
Have experienced 
management changes 
that have had a 
positive impact on 
the organization’s 
content marketing
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CONTENT MARKETING
6
USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization use content marketing?
Content marketing is defined as “a strategic 
marketing approach focused on creating 
and distributing valuable, relevant, and 
consistent content to attract and retain a 
clearly defined audience—and, ultimately, to 
drive profitable customer action.” 
Note: Of the 11% nonusers, 52% say they 
plan to launch a content marketing effort 
within 12 months; 43% had no immediate 
plans to begin using content marketing; and 
5% had used content marketing in the past 
but stopped.
Base = B2B marketers.
89%
Yes
11%
No
Percentage of B2B Marketers 
Using Content Marketing
 
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USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s  
content marketing maturity level?
How B2B Marketers Assess Their Organization’s Content Marketing Maturity Level
SOPHISTICATED
MATURE
ADOLESCENT
YOUNG
FIRST STEPS
6%
22% 35% 26%
10%
Providing accurate 
measurement 
to the business, 
scaling across the 
organization
Finding success, 
yet challenged with 
integration across the 
organization
Have developed 
a business case, 
seeing early success, 
becoming more 
sophisticated with 
measurement  
and scaling
Growing pains, 
challenged with 
creating a cohesive 
strategy and a 
measurement plan
Doing some aspects 
of content, but 
have not yet begun 
to make content 
marketing a process
Base = Content marketers; aided list.
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USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How is content marketing structured  
within your organization?
B2B Content Marketing Organizational Structure
24%
5%
13%
55%
2%
Centralized content marketing group 
that works with multiple brands/product 
lines throughout the organization
Each brand (product line/property) 
has its own content marketing team
Both: A centralized group as well 
as individual teams throughout 
the organization
Small (or one-person) marketing/
content marketing team
serves the entire organization
Other
Base = Content marketers; aided list.
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USAGE & TEAM ORGANIZATION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Has your organization undergone any management 
and/or structural changes over the last 12 months that 
have impacted your content marketing approach?
Base = Content marketers; aided list.
48%
9%
42%
B2B Management Changes Impacting Content Marketing
 
Yes, had 
a positive 
impact
Yes, had 
a negative 
impact
No changes
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CLARITY, COMMITMENT  
& OVERALL SUCCESS
63% 22% 62% 
Are extremely or 
very committed to 
content marketing
Are extremely or 
very successful 
with their overall 
approach to 
content marketing
Are much more or 
somewhat more 
successful with 
content marketing 
than they were one 
year ago
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CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
In your organization, is it clear what an effective or 
successful content marketing program looks like? 
Base = Content marketers; aided list.
29%
30%
41%
Percentage of B2B Marketers Whose Organizations
Have Clarity on Content Marketing Success
 
Yes
No
Unsure
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CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How would you describe your organization’s 
commitment level to content marketing?
Base = Content marketers; aided list.
30%
6%
1%
41%
22%
B2B Organizations’ Commitment to Content Marketing
 
Extremely
Committed
Very Committed
Somewhat 
Committed
Not Very 
Committed
Not At All 
Committed
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How would you characterize the success  
of your organization’s current overall  
content marketing approach?
Base = Content marketers; aided list.
Note: The survey defined success as 
achieving your organization’s desired/
targeted results. This report defines the 
Top 2 respondents (extremely/very) as 
“most successful” or “top performers,” 
and the Bottom 2 (minimally/not at all) 
as “least successful.”
53%
22%
3%
19%
3%
How B2B Marketers Rate the Success of Their 
Organizations’ Overall Content Marketing Approach
 
Extremely
Successful
Very 
Successful
Moderately
Successful
Minimally
Successful
Not At All 
Successful
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
How does the success of your organization’s  
current overall content marketing approach 
compare with one year ago?
Base = Content marketers; aided list.
How B2B Marketers Rate Their Organization’s
Content Marketing Success Compared
With One Year Ago
17%
45%
28%
2%
1%
7%
Much More 
Successful
Somewhat
More 
Successful
About the 
Same as
One Year 
Ago
Somewhat
Less
Successful
Much Less
Successful
Does Not 
Apply
(program less than
one year old)
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your 
organization’s increase in overall success?
Base = Content marketers who said their organizations’ content marketing success is much/
somewhat more successful than one year ago. Aided list; multiple responses permitted.
Other reasons cited: Content 
Marketing Technologies/Tools 
(28%), More Budget for Content 
Marketing (25%), Content 
Marketing Training/Education 
(23%), We Have Given Our 
Efforts Time to Bear Fruit and 
Are Now Getting Results (21%), 
Assistance of Outside Expertise 
(10%), Changes in Target 
Audience (7%), and Other (3%).
Factors Contributing to B2B Marketers’ 
Increased Success Over the Last Year
85%
72%
53%
50%
Content Creation (higher
quality, more ecient)
Strategy (development
or adjustment)
Content Marketing Has
Become a Greater Priority
Spending More Time on
Content Marketing
Content Distribution (better
targeting, identication
of what works)
Management/HR (organizational
changes, stang, new content
marketing roles)
Content Measurement
(growing in ability to
show results)
53%
43%
42%
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s 
stagnancy in success with content marketing?
Base = Content marketers who said their organizations’ content marketing success is 
about the same as one year ago. Aided list; multiple responses permitted.
Other reasons cited: Content 
Marketing Technologies/Tools 
[lack of, or new systems that 
require a learning curve] (24%), 
Lack of Content Marketing 
Training/Education (22%), Lack 
of Adequate or Effective Content 
Distribution (20%), Program 
Hasn’t Had Enough Time to Bear 
Fruit/Produce Results (14%), 
Changes in Target Audience 
(5%), and Other (7%).
Factors Contributing to B2B Marketers’ 
Stagnant Success Over the Last Year
52%
Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Management/HR
(organizational changes,
stang issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
Content Measurement
Challenges
49%
49%
38%
37%
34%
32%
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CLARITY, COMMITMENT & OVERALL SUCCESS
To what factors do you attribute your organization’s 
decrease in success with content marketing?
Base = Content marketers who said their organizations’ content marketing success is 
somewhat/much less successful than one year ago. Aided list; multiple responses permitted.
Other reasons cited: Changes 
in Target Audience (20%), Lack 
of Adequate or Effective Content 
Distribution (20%), Lack of 
Content Marketing Training/
Education (20%), Content 
Measurement Challenges 
(13%), Content Marketing 
Technologies/Tools [lack of, 
or new systems that require a 
learning curve] (10%), Program 
Hasn’t Had Enough Time to Bear 
Fruit/Produce Results (10%), 
and Other (23%).
Factors Contributing to B2B Marketers’ 
Decreased Success Over the Last Year
57%
Not Enough Time Devoted
to Content Marketing
Content-Creation
Challenges
Strategy Issues (lack of strategy,
developing/adjusting strategy)
Management/HR
(organizational changes,
stang issues)
Content Marketing Budget
Issues (inadequate budget,
budget cuts)
Content Marketing Not
Prioritized Highly Enough
47%
43%
40%
33%
27%
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CLARITY, COMMITMENT & OVERALL SUCCESS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with the following statements 
concerning content marketing in your organization.
Base = Content marketers; aided list.
Base = Content marketers; aided list.
B2B Marketers’ Opinions About Content Marketing
88%
8% 4%
78%
13%
9%
74%
14%
12%
72%
13%
15%
68%
17%
15%
68%
18%
14%
66%
18%
16%
52%
24%
24%
Content marketing is an important component
of our organization’s marketing program
Our organization is focused on providing an
overall exceptional experience for our audience
Our organization is focused more on building 
long-term relationships than on getting quick 
(campaign-like) results from our content marketing
Our organization values creativity and 
craft in content creation and production
Our organization is focused on building 
audiences (building one or more subscriber bases)
Our organization has realistic expectations
about what content marketing can achieve
We are able to respond quickly when necessary
to adjust our content marketing strategy
Our leadership team gives us ample time to
produce content marketing results
■ Agree       ■  Neither Agree Nor Disagree      ■  Disagree   
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CONTENT MARKETING 
STRATEGY
37% 
Have a 
documented 
content marketing 
strategy
73% 34% 
Say their strategy 
includes a plan to 
operate content 
marketing as an 
ongoing business 
process, not 
simply a campaign
Say their strategy 
is extremely or very 
effective at helping 
their organization 
achieve its current 
content marketing 
goals
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CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Does your organization have a  
content marketing strategy?
Base = Content marketers; aided list.
41%
4%
37%
17%
Percentage of B2B Marketers Who Have 
a Content Marketing Strategy
 
Yes, and it is 
documented
No, with no plans 
to have one within 
12 months
Yes, but it is not 
documented
No, but plan to have 
one within 12 months
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21
CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which of the following elements are included in 
your content marketing strategy?
Base = Content marketers who have a content marketing strategy. 
Aided list; multiple responses permitted.
Elements B2B Marketers Include 
in Their Content Marketing Strategy
73%
A plan to operate content marketing
as an ongoing business process,
not simply a campaign
Content mission and a dierentiated
story/value to deliver
Deep understanding of
audience personas
A process to align with other sales/
marketing/loyalty initiatives
Well-dened business goals for content
 A measurement plan to provide both
 insight and progress toward 
the business goals
The ability to scale over time (i.e., to grow
along with your organization)
Other elements
Unsure
59%
57%
55%
54%
51%
35%
18%
3%
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CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy 
at helping your organization achieve its current 
content marketing goals?
Base = Content marketers who have a content marketing strategy; aided list.
54%
10%
1%
29%
5%
How B2B Marketers Rate the Eﬀectiveness 
of Their Content Marketing Strategy
 
Extremely
Eﬀective
Very 
Eﬀective
Moderately
Eﬀective
Minimally
Eﬀective
Not At All 
Eﬀective
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CONTENT MARKETING STRATEGY
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective is your content marketing strategy 
compared with one year ago?
Base = Content marketers who have a content marketing strategy; aided list.
How B2B Marketers Rate the Eﬀectiveness of Their 
Content Marketing Strategy Compared With One Year Ago
24%
46%
23%
2%
0%
5%
Much More 
Eﬀective
Somewhat
More 
Eﬀective
About the 
Same as
One Year 
Ago
Somewhat
Less
Eﬀective
Much Less
Eﬀective
Does Not 
Apply
(program less than
one year old)
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CONTENT CREATION 
& DISTRIBUTION
76% 71% 69% 
Prioritize 
delivering content 
quality over 
quantity
Consider how 
their content 
impacts the 
overall experience 
a person has with 
their organization
Focus on creating 
content for their 
audience versus  
their brand
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25
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tools does your 
organization currently use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 40% of B2B 
marketers said they 
use the following tools: 
Measurement KPIs/Dashboard 
(36%), Media Plan/Paid 
Advertising Calendar (32%), 
Editorial Mission Statement 
(18%), Content Collaboration/
Workflow Software (13%), 
Digital Asset Management 
(DAM) System/File Storage 
(11%), Content Distribution 
Software (9%), Content 
Planning/Creation Software 
(8%), and Other (5%).
B2B Marketers’ Content Marketing Tool Usage
79%
Social Media Guidelines
Buyer Personas
Marketing Automation Software
Brand Style/Tone of Voice Guidelines
Social Media Calendar
Content Management System
Editorial Calendar
Dedicated Email Platform
Analytics Tools
64%
62%
56%
56%
51%
51%
47%
43%
 
:
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2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
CONTENT CREATION & DISTRIBUTION
Which techniques does your organization use to 
gain knowledge about its target audience(s)?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 35% of B2B 
marketers said they use 
the following techniques: 
Database Analysis (31%), 
Qualitative Primary Research 
(28%), Quantitative Primary 
Research (27%), Auditing 
Existing Buyer Data (24%), 
Expert Advisory Boards (11%), 
Usability Testing (11%), and 
Other (1%). 3% said they do 
not use techniques.
Techniques B2B Marketers Use to Learn About 
Audience(s) for Content Marketing Purposes
58%
Secondary Data Analysis
A/B Testing
Customer Feedback/Panels
Social Listening
Competitive Analysis
Employee Feedback
Keyword Search
Website Analysis
57%
50%
47%
44%
42%
40%
37%
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CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Compared with 2016, do you expect your 
organization to produce more, the same amount, 
or less original content in 2017?
Base = Content marketers; aided list.
25%
2%
3%
70%
Expected Change in B2B Content Creation
(2016 vs. 2017)
 
More
Same 
Amount
Less
Unsure
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CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics does  
your organization use?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 50% of B2B 
marketers said they use 
the following tactics: 
Online Presentations (42%), 
Illustrations/Photos (39%), 
Research Reports (28%), 
Interactive Tools (28%), Print 
Magazines (23%), Digital 
Magazines (17%), Books 
(15%), Mobile Apps (14%), 
Podcasts (12%), Separate 
Content Hubs (10%), Video 
[live-streaming media] (10%), 
Print Newsletters (9%),  
Virtual Conferences (8%),  
and Other (12%).
B2B Marketers’ Content Marketing Tactic Usage
83%
Webinars/Webcasts
Infographics
Video (pre-produced)
Ebooks/White Papers
In-Person Events
Email Newsletters
Blogs
Social Media Content
80%
77%
65%
60%
58%
58%
68%
Average 
Number
Used:
8
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CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing tactics that your 
organization uses will be most critical to its overall 
content marketing success in 2017?
Base = Content marketers who use the tactics shown; multiple responses permitted.
Fewer than 30% of B2B 
marketers whose organizations 
use the following tactics said the 
tactic will be critical to overall 
content marketing success 
in 2017: Infographics (15%), 
Research Reports (12%), Online 
Presentations (11%), Interactive 
Tools (9%), Illustrations/Photos 
(7%), Print Magazines (6%), Digital 
Magazines (5%), Books (4%), 
Mobile Apps (4%), Video [live-
streaming media] (4%), Separate 
Content Hubs (4%), Podcasts (3%), 
Print Newsletters (2%), Virtual 
Conferences (2%), and Other (4%).
Tactics Used That B2B Marketers Say Will be 
Most Critical to Content Marketing Success in 2017
52%
Webinars/Webcasts
Video (pre-produced)
Ebooks/White Papers
In-Person Events
Email Newsletters
Blogs
Social Media Content
40%
40%
36%
32%
30%
38%
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CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How often do you take the following concepts into 
account while creating content for your organization?
Base: Content marketers; aided list.
How Often B2B Marketers Consider 
Various Concepts While Creating Content
76%
20%
4%
71%
22%
7%
69%
23%
8%
64%
26%
10%
58%
28%
14%
53%
32%
15%
50%
34%
16%
Prioritize delivering content
quality over content quantity
Consider how our content impacts the overall
experience a person has with our organization
Dierentiate our content from our competition’s
Focus on creating content for our
audience versus our brand
Deliver content consistently
Craft content based on specic
points of the buyer’s journey
Prioritize providing the right content
to the right person at the right time
■ Always/Frequently       ■  Sometimes      ■  Rarely/Never    
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39
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
At which phases of the buyer’s journey does your 
organization measure content marketing ROI?
Base = Content marketers. Aided list; multiple responses permitted.
Phases of Buyer’s Journey Where B2B Marketers 
Measure Content Marketing ROI
Top-of-funnel
• Lead generation
• Building an audience
Mid-funnel
• Developing relationships with
qualified leads and existing customers
Bottom-of-funnel
• Conversions
• Sales
Post-sales
• Retention
• Upsell/Cross-Sell
• Loyalty
• Evangelism
Do not measure 
content marketing ROI
49%
35%
44%
22%
28%
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40
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with each statement 
concerning the content marketing metrics  
used in your organization.
Base = Content marketers who use metrics to determine content marketing results; aided list.
B2B Marketers’ Metrics Agreement Statements
75%
15%
10%
72%
18%
10%
57%
27%
16%
27%
43%
30%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our sales
Increased our 
number of leads
Decreased our cost of
customer acquisition
■ Agree       ■  Neither Agree Nor Disagree      ■  Disagree    
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CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which paid methods of content promotion does your 
organization use in its content marketing efforts?
Base = Content marketers. Aided list; multiple responses permitted.
Paid Methods B2B Marketers Use to Promote Content
84%
Traditional Online Banner Ads
Native Advertising
Do Not Use
Print or Other Oine Promotion
Search Engine Marketing
Social Promotion
67%
58%
41%
18%
8%
55%
Average 
Number
Used:
3
Content Discovery Tools
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34
CONTENT CREATION & DISTRIBUTION
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How effective are the paid methods of content 
promotion that your organization uses?
Base = Content marketers who use the paid methods shown; multiple responses permitted.
Note: Percentages comprise 
marketers who rated each paid 
method a 4 or 5 on a 5-point scale 
where 5 = Extremely Effective 
and 1 = Not At All Effective. The 
survey defined effectiveness 
as accomplishing your content 
marketing objectives.
Paid Methods B2B Marketers Use to 
Promote Content Rated by Eﬀectiveness
Print or Other Oine Promotion
Native Advertising
Traditional Online Banner Ads
Content Discovery Tools
Social Promotion
Search Engine Marketing
54%
50%
27%
24%
24%
35%
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35
GOALS & METRICS
80% 78% 75% 
Will focus on lead 
gen as a content 
marketing goal 
over the next 12 
months
Use website traffic 
to measure how 
well their content 
marketing is 
producing results
Can demonstrate how 
content marketing 
has increased 
audience engagement
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CONTENT MARKETING
36
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which content marketing goals will your 
organization focus on over the next 12 months?
Base: Content marketers. Aided list; multiple responses permitted.
Fewer than 45% of B2B 
marketers cited the following 
goals: Customer Evangelism/
Creating Brand Advocates (42%), 
Upsell/Cross-Sell (38%), Cost 
Savings (16%), and Other (2%).
Organizational Goals for B2B Content Marketing 
Over Next 12 Months
Customer Rention/Loyalty
Building an Audience via
Subscription Growth
Engagement
Lead Nurturing
Sales
Brand Awareness
Lead Generation
80%
79%
66%
62%
56%
52%
71%
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37
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics does your organization use  
to determine how well its content marketing  
is producing results?
Base = Content marketers. Aided list; multiple responses permitted.
Fewer than 35% of B2B marketers 
said they use the following 
metrics: Qualitative Feedback 
from Customers (33%), Inbound 
Links (32%), Data Capture (28%), 
Customer Renewal Rates (19%), 
Purchase Intent (17%), Brand Lift 
(15%), and Other (4%). 2% said they 
do not use metrics.
B2B Marketers’ Content Marketing Metrics Usage
SEO Ranking
Sales
Sales Lead Quantity
Subscriber/Community Growth
Social Media Sharing
Time Spent on Website
Higher Conversion Rates
Sales Lead Quality
Website Trac
78%
57%
57%
54%
51%
51%
40%
50%
47%
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38
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Which metrics that your organization uses provide truly 
measurable results of your content marketing efforts?
Base = Content marketers who use the metrics shown; multiple responses permitted.
Fewer than 15% of B2B marketers whose 
organizations use the following metrics 
said the metric provides truly measurable 
results of their content marketing efforts: 
Inbound Links (11%), Qualitative Feedback 
from Customers (10%), Data Capture (9%), 
Customer Renewal Rates (8%), Purchase 
Intent (5%), Brand Lift (4%), and Other (2%). 
9% said none of the metrics they use provide 
truly measurable results.
Metrics Used That B2B Marketers Say Provide 
Truly Measurable Results of Content Marketing Eﬀorts
SEO Ranking
Sales Lead Quantity
Social Media Sharing
Sales
Time Spent on Website
Higher Conversion Rates
Sales Lead Quality
Website Trac
42%
34%
30%
27%
25%
23%
21%
23%
22%
Subscriber/Community Growth
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39
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
At which phases of the buyer’s journey does your 
organization measure content marketing ROI?
Base = Content marketers. Aided list; multiple responses permitted.
Phases of Buyer’s Journey Where B2B Marketers 
Measure Content Marketing ROI
Top-of-funnel
• Lead generation
• Building an audience
Mid-funnel
• Developing relationships with
qualified leads and existing customers
Bottom-of-funnel
• Conversions
• Sales
Post-sales
• Retention
• Upsell/Cross-Sell
• Loyalty
• Evangelism
Do not measure 
content marketing ROI
49%
35%
44%
22%
28%
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40
GOALS & METRICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Indicate your level of agreement with each statement 
concerning the content marketing metrics  
used in your organization.
Base = Content marketers who use metrics to determine content marketing results; aided list.
B2B Marketers’ Metrics Agreement Statements
75%
15%
10%
72%
18%
10%
57%
27%
16%
27%
43%
30%
I/my team can demonstrate how content marketing has…
Increased audience
engagement
Increased our sales
Increased our 
number of leads
Decreased our cost of
customer acquisition
■ Agree       ■  Neither Agree Nor Disagree      ■  Disagree    
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41
BUDGETS & SPENDING
29% 39% 45% 
Is the average 
proportion of total 
marketing budget 
that is spent on 
content marketing
Plan to increase 
their content 
marketing 
spending over the 
next 12 months
Plan to keep their 
content marketing 
spending around the 
same level over the 
next 12 months
SPONSORED BY
CONTENT MARKETING
42
BUDGETS & SPENDING
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Approximately what percentage of your organization’s 
total marketing budget (not including staff)  
is spent on content marketing?
Base = Content marketers; aided list.
Percentage of Total Marketing Budget Spent 
on B2B Content Marketing
 
1%
5%
9%
13%
19%
22%
28%
3%
100%
75-99% 50-74%
25-49% 10-24%
1-9%
0%
Unsure
Average:
29%
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43
BUDGETS & SPENDING
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
How do you expect your organization’s content 
marketing budget to change in the next 12 months?
Base = Content marketers; aided list.
45%
2%
14%
39%
B2B Content Marketing Spending
(Over Next 12 Months)
 
Increase
Remain 
the Same
Decrease
Unsure
SPONSORED BY
44
METHODOLOGY/DEMOGRAPHICS
2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
B2B Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America was produced by Content Marketing Institute and MarketingProfs 
and sponsored by Brightcove.
The 7th Annual Content Marketing Survey, from which the results of this report were generated, was mailed electronically to a sample of marketers 
included in lists from Content Marketing Institute, MarketingProfs, The Association for Data-driven Marketing & Advertising (ADMA), and WTWH Media.
A total of 2,562 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey 
during July and August 2016. This report presents the findings from the 1,102 respondents who said they were B2B marketers in North America.
B2B Industry 
Classification
 
 
Size of B2B Company
(by Employees)
B2B Job Title/
Function
 
19%
31%
27%
23%
■ Small (10-99 Employees)
■ Micro (Fewer than 10 Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
■  Technology
■  Agency (Advertising, Digital Marketing,
    Content Marketing, PR, Marcom)
■  Manufacturing
■  Consulting
■ Publishing/Media
■ Banking/Accounting/Financial
■ Healthcare/Pharmaceuticals
■ Engineering/Construction/Architecture
■ Other
25%
18%
16%
9%
5%
3%
3%
3%
18%
43%
16%
11%
15%
9%
6%
■ Marketing/Advertising/
     Communications/PR Management
■ Corporate Management
    (Owner/President, CEO, CMO)
■ Content Creation/Management
■ Marketing – Staﬀ/Support
■ General Management (GM, VP) 
■ Other
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45
ABOUT
Content Marketing Institute and MarketingProfs thank all the survey respondents and the 
distribution partners who made this survey possible.
About Content Marketing Institute (CMI)
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how 
to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content 
marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. 
CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of 
the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our 
emails, visit www.contentmarketinginstitute.com.
About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free 
daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in 
marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more information.
About Brightcove
Brightcove Inc. (NASDAQ:BCOV) is the leading global provider of powerful cloud solutions for delivering and monetizing video across 
connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, 
distributing, measuring, and monetizing video across devices. Brightcove has nearly 5,000 customers in over 70 countries that rely on the 
company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit  
www.brightcove.com.
SPONSORED BY
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