Content Marketing Institute Releases New Research on B2B Enterprise Content Marketing

b2b-enterprise-content-marketing-researchApril 20, 2016 08:00 AM Eastern Daylight Time
CLEVELAND–(BUSINESS WIRE)–The Content Marketing Institute (CMI) released today the findings of its annual B2B Enterprise Content Marketing 2016: Benchmarks, Budgets and Trends-North America report, sponsored by Marketo. This report shows how B2B companies with 1,000+ employees approach content marketing.

4 Things Effective Enterprise Marketers Get Right w/ #ContentMarketing @CMIContent research

While overall content marketing effectiveness is down for enterprise marketers (22% this year versus 28% last year) — as it was for all the segments we studied this year — there are four things we found effective enterprise marketers are doing right. According to our research, this is what we found for those who rate their company as “most effective” at content marketing.

  • They are on the same page—in their company, it is clear what content marketing success looks like (64% said they were clear what a successful content marketing program looks like)
  • They communicate—they meet frequently to discuss their content marketing initiatives and extract value from those meetings (58% said they meet daily or weekly to discuss progress/results)
  • They have a map—a documented content marketing strategy is in place (75% have a documented content marketing strategy)
  • They invest—the percentage of total marketing budget they allocate to content marketing is greater than it was last year (they spend 36% of their total marketing budget on content marketing – up from 31% last year)

“There are a lot of things that enterprise marketers are getting right,” explains Joe Pulizzi, founder, Content Marketing Institute and author of Content Inc. “But, there is so much potential for enterprises with the approach of content marketing. It’s time that we start looking at this approach as critical to the organization and treating it that way, instead of something we do on the side. The numbers, as we see them above, still make it clear that content marketing has not risen to the top of the charts – yet.”

Read more and download the full report now.
For research charts, pictures, video, quotes and more, you can grab them from Dropbox.
To view all CMI research visit

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, multi-channel 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. CMI is a 2012-2015 Inc. 500/5000 company. Watch this video to learn more about CMI.

Content Marketing Institute
Amanda Subler, 216-798-7220
[email protected]