B-to-B Content Marketing Spend Is Up, Despite Mixed Effectiveness:
If content is king, then content marketing is a king’s trade.
According to new research from the Content Marketing Institute and MarketingProfs, b-to-b marketers, on average, are spending 33 percent of their marketing budgets on content marketing—a 7 percent jump since 2011. About 54 percent say they plan on increasing content marketing spending next year. While more and more b-to-b marketers are turning to content marketing, just 36 percent of respondents say they believe they are effective at content marketing. The data saw a total of 1,416 respondents from North American companies and represented a full range of industries, functional areas and company sizes.
