published April 12, 2017

B2B Enterprise Marketers Still Focused More on Product than Audience

Content Marketing Institute Releases New 2017 Research on B2B Enterprise Content Marketing

CLEVELAND, April 12, 2017 /PRNewswire/ — Too many B2B enterprise marketers are focusing on their brand rather than their audience while creating content. That’s one of the key findings of the just-released research report by the Content Marketing Institute, a UBM company. The report, B2B Enterprise Content Marketing 2017: Benchmarks, Budgets, and Trends—North America, sponsored by KnowledgeVision, looks at how enterprise marketers have changed their content marketing practices over the last year.

To see our analysis and download the full report visit:
http://contentmarketinginstitute.com/2017/04/b2b-enterprise-marketers-audience-brands

What did we find?

53% of B2B enterprise marketers who responded to our annual content marketing survey say they agree that their organization is focused on creating content for their audience versus their brand. That’s a lot lower than the 69% of all B2B North American marketers we surveyed (across all industry types and company sizes) who focus on audience versus brand.

“We’d like to see more B2B enterprise marketers creating content for their audience versus their company’s products and services. Yet in all fairness, they may face internal pressures that prevent them from doing so,” explains Lisa Murton Beets, Director of Research, Content Marketing Institute. “However, it’s that laser-focus on putting the audience first that will sustain long-term content marketing success.”

Other Key Highlights:

  • 92% of the top-performing B2B enterprise marketers are more focused on creating content for their audience than their brand – it’s one of the things that differentiates them from their less successful peers.
  • 54% of B2B enterprise marketers say their organizations are much more or somewhat more successful with content marketing than they were one year ago
  • 84% of B2B enterprise marketers who experienced increased success over the last year attribute that success to content-creation related factors (e.g., creating higher-quality content, becoming more efficient with content creation)
  • 63% of B2B enterprise marketers can demonstrate, with metrics, how content marketing has increased their number of leads

For research charts, a video, quotes and more, check out this BOX folder: https://ubm.box.com/s/mi8bel2kp9zl6swnp38zpt4u4w541ybr

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 video to learn more about CMI, a UBM company.

SOURCE Content Marketing Institute

Join Over 200,000 of your Peers!

Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Get Inspired: 40 Examples That Are Driving Content Marketing Forward FREE!