Content Marketing Institute Releases New Research on State of Business-to-Business Content Marketing in North America

CLEVELAND, Ohio, Sept. 27, 2017 /PRNewswire/ — Content Marketing Institute (CMI), along with MarketingProfs just released its new 2018 B2B content marketing research, the most-cited content marketing research in the world. The B2B Content Marketing 2018: Benchmarks, Budgets and Trends—North America report, sponsored by Brightcove, provides insight on how organizations can take B2B content marketing to the next level.

To see our analysis and download the full report visit:

What did we find?

80% of B2B content marketers surveyed agree their organization is focused on building audiences (one or more subscriber bases).
Nearly all of the top performers among the sample (92%) are focused on this area.

“Across the board – at all levels of content marketing success – the research shows more marketers concentrating on building audiences,” explains Lisa Murton Beets, research director, Content Marketing Institute. “Among all respondents, 80% reported they are focused on this (versus 92% of the top performers), representing an 18% year-over-year increase. This is terrific news considering an audience can be one of an organization’s most valuable assets. Content marketing provides a way to build a subscribed audience, which is what differentiates content marketing from other forms of marketing.”

Other Key Highlights:

  • 63% of B2B marketers say their organization’s overall content marketing approach is much more or somewhat more successful than one year ago (compared with 78% of top performers).
  • 37% of B2B marketers have a documented content marketing strategy (compared with 62% of top performers).
  • 36% of B2B marketers rate the project management flow during their organization’s content-creation process as excellent/very good (compared with 70% of top performers).
  • 19% of B2B marketers rate their organization’s alignment of metrics and content marketing goals as excellent/very good (compared with 54% of top performers).

Additionally, 74% of all B2B respondents (and 88% of top performers) agree their organization values creativity and craft in content creation and production.

“It’s excellent to see our research show that most B2B content marketers value creativity and craft in content creation and production,” says Ann Handley, Chief Content Officer, MarketingProfs and author of Everybody Writes. “Where we really see a difference is in organizations that also do well with project management. For example, 70% of the top-performing content marketers rate the project management flow during their content-creation process as excellent/very good, compared with 36% of the total sample. This tells us that not only does it pay to be creative, if you truly want an edge, you also have to have good processes in place.”

Watch this video, for a quick analysis of the research.
For research charts, key highlights, quotes and more, check out this folder.
To view all CMI research and to subscribe to our emails visit: contentmarketinginstitutecom/research

About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this videoto learn more about CMI. Content Marketing Institute is organized by UBM plc.  UBM is the largest pure-play B2B Events organizer in the world.  Our 3,750+ people, based in more than 20 countries, serve more than 50 different sectors.  Our deep knowledge and passion for these sectors allow us to create valuable experiences which enable our customers to succeed.  Please visit for the latest news and information about UBM.

About MarketingProfs
MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in marketing—and how to apply them to their businesses. Visit for more information.


SOURCE Content Marketing Institute