According to Content Marketing Institute Research Director Lisa Beets (@LisaBeets), “Nearly all top-performing B2B content marketers—90%—put their audience’s informational needs ahead of their company’s sales/promotional message.”
That’s a far cry from the marketers of the past, who pushed promotional messaging at consumers with a wish and a prayer that someone would convert.
Today, more B2B marketers than ever rely on a content marketing approach. To quantify the trends among this group, each year, Content Marketing Institute and MarketingProfs gather up their extensive survey findings for a B2B content marketing report.
Image credit: Content Marketing World and MarketingProfs
The trends informing the savvy content marketer’s year-end planning have become even more reliable this year, as CMI and MarketingProfs only surveyed respondents whose organizations have used content marketing for at least one year. They also qualified respondents “by asking them to confirm they are a content marketer, someone who is involved with content marketing, or someone to whom content marketing staff reports.”... More