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8 USAGE EFFECTIVENESS Overall, how 2016 B2B Content Marketing Benchmarks, Budgets and Trends Report

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8
USAGE EFFECTIVENESS
Overall, how effective
is your organization
at content marketing?
Lastyear,38%ofB2Bmarketerssaidtheywereeffective.
Effectiveness levels increase with:
• Experience (64% of sophisticated/mature marketers
say they are effective)
• A documented content marketing strategy (48%)
• A documented editorial mission statement (49%)
• Organizational clarity on what content marketing
success looks like (55%)
• Daily or weekly content marketing meetings (41%) 
How B2B Marketers Rate the
Effectiveness of their Organization’s
Use of Content Marketing
VeryEffective6%5
22%2
NotatAllEffective4%1
24%4
44%3
SAY THEY ARE
EFFECTIVE
30%
Note:Forthissurvey,wedefineeffectivenessas“accomplishingyouroverall
objectives.”Werefertothosewhoratetheirorganizationsasa4or5(onascaleof
1to5,with5being“VeryEffective”and1being“NotatAllEffective”)asthe“most
effective”or“best-in-class”marketers.The1sand2sareconsideredthe“least
effective,”whilethe3sareneutral.
2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs
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