The document discusses B2B content marketing trends, revealing that 70% of content marketers are producing more content, yet only 21% effectively track ROI. Key strategies for 2015 include creating engaging content, consistency in production, and measuring effectiveness, with a significant increase in content marketing budgets anticipated. The document highlights that having a documented strategy correlates with higher effectiveness in content marketing efforts.

1. Trends forB2B
If you want to be more effective
at content marketing, document your strategy
Infographicsisthetacticthathad
the greatest increase in usage
2013 2014
DOCUMENTED NOT DOCUMENTED
*highcontentmarketingeffectiveness
70% of content marketers are creating
more content than they did one year ago...
... but only 21% say they are successful at tracking ROI
51% 62%
60%
35%
32%
POPULAR B2B CONTENT MARKETING TACTICS
of content
marketers
said they use
social media
content.
Top 5 most effective B2B tactics
SOCIAL MEDIA PLATFORM USAGE
94% 88% 84% 72% 64% 41% 33% 24% 20%
INITIATIVE CONTENT
MARKETERS PLAN TO
WORK ON IN 2015
1. Creating engaging content
2. Producing content consistently
3. Measuring content effectivenessOF B2B content marketers
Measuring content
55%
MORE THAN HALF OF ALL
B2B MARKETERS PLAN TO
INCREASE THEIR CONTENT
MARKETING BUDGET
2015 B2B Content Marketing Benchmarks, Budgets, and Trends for North America
http://www.marketingprofs.com/charts/2014/26154/2015-b2b-content-marketing-benchmarks-budgets-and-trends
http://www.slideshare.net/mprofs/2015-b2-bresearch-final-39729380
92%
Thosewhohaveadocumentedstrategy
rate themselves highly in terms of
content marketing effectiveness
Documented strategy
Verbal strategy
No content strategy
Unsure
SOCIAL
MEDIA
MOST
POPULAR
(other than blogs)
48%
38%
14%
3%
IN-PERSON
EVENTS
69%
WEBINARS /
WEBCAST
64%
VIDEOS
60%
BLOGS
60%
CASE STUDIES
58%
effectiveness#1
TOP 3 CHALLENGES
SOURCES
Content Marketing
SAY THEY HAVE A
DOCUMENTED
CONTENT STRATEGY
* *
Top5organizationalgoals
forB2Bcontentmarketing
Brand Awareness - 84%
Lead Generation - 83%
Engagement - 81%
Sales - 75%
Lead Nurturing - 74%
SAY THEY WILL
INCREASE SPENDING