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31 DEMOGRAPHICS B2BContentMarketing:2016Benchmarks,Budgets,andTrends—NorthAmericawas produced by 2016 B2B Content Marketing Benchmarks, Budgets and Trends Report

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31
DEMOGRAPHICS
B2BContentMarketing:2016Benchmarks,Budgets,andTrends—NorthAmericawas produced by Content Marketing Institute and MarketingProfs
and sponsored byBrightcove.
The sixth annual content marketing survey, from which the results of this report were generated, was mailed electronically to a sample of marketers
using lists from Content Marketing Institute, MarketingProfs, the Business Marketing Association (BMA), Blackbaud, The Association for Data-driven
Marketing Advertising (ADMA),IndustryWeek, NewEquipmentDigest, and WTWH Media.
A total of 3,714 recipients from around the globe—representing a full range of industries, functional areas, and company sizes—completed the survey
during July and August 2015. This report presents the findings from the 1,521 respondents who said they were B2B marketers in North America (1,334 of
whom said, “yes, our organization uses content marketing”), producing a +/-2.5% degree of accuracy at a 95% confidence level.
The B2C percentages shown in this report (p. 30) derive from the same research study. The full findings for B2C North America are available in a separate
report.
B2B Industry
Classification
26%
20%
14%
9%
4%
4%
3%
3%
17%
■ Advertising/Marketing
■ Technology
■ Manufacturing
■ Consulting
■ Publishing/Media
■ Banking/Accounting/Financial
■ Healthcare/Pharmaceuticals
■ Engineering/Construction/Architecture
■ Other
Size of B2B Company
(by Employees)
B2B Content Marketing Roles
19%
31%
27%
22%
■ Small (10-99 Employees)
■ Micro(Fewerthan10Employees)
■ Midsize (100-999 Employees)
■ Large (1,000+ Employees)
60%Content Marketing Leader for Overall Program
Writer
Website/Technology
Editorial Lead
Internal Content Curator
Audience Development
42%
32%
29%
28%
19%
Traditional Marketing/Paid Media
Community
Management
Designer
27%
15%
Influencer
Relations 14%
Agency/Freelance
Relations 14%
Sales 13%
Other 9%
15%
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
Note: Multipleresponsespermitted.
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