Three Quick Insights From CMI’s Latest B2B Benchmark Study

In the content marketing industry, there is no greater treasure trove of information than the Content Marketing Institute (CMI). That’s why content marketers all over the country were anxiously awaiting to dig into the 2016 benchmark studies from CMI as we head into the final quarter of 2015. As of this week the wait is over as CMI has officially released their “B2B Content Marketing 2016 Benchmarks, Budgets and Trends – North America” study.

Via Shutterstock

So, without further delay, we wanted to dive headfirst into this compilation of marketing statistics and give our readers three quick insights:

  1. B2B businesses need better organization. Only 30 percent of B2B marketers say their organizations are effective at content marketing. That’s a drop of 8 percent since last year. What’s the reason for this? According to the report, while B2B businesses spent more on content marketing last year than ever before, many did so without investing in quality vendors or strategies. The study found that effectiveness levels were greater among respondents that documented their content marketing efforts and leveraged good communication and experience in their efforts.
  2. Content effectiveness and marketing communication go hand in hand. As content marketing continues to grow across all industries, businesses will begin to take this new marketing vertical more seriously. Already, 61 percent of the most effective B2B marketers meet daily or weekly to discuss their content marketing strategies. However, the study found that the more often organizations met to speak about their content marketing plans, the more effective they become.
  3. Website traffic is no longer the No. 1 goal. In past CMI benchmark studies, content marketers have routinely ranked website traffic as the most often used metric in tracking their success. However, when asked this year to rank most the important metrics in order, quality leads, sales and higher conversion rates ranked in the top three (in order). How will this affect your own content? The change in the way we view metrics will call for content that is more targeted and of higher quality, rather than general and of higher quantity.

If you’re interested in pursuing content marketing for your organization, or are curious on how to improve your current efforts, this benchmark study will help you see how you stack up to the competition. However, if tackling a study like this is a bit overwhelming and you’re not seeing the results you hoped for from your content marketing strategy, consider a trusted third-party vendor that can supplement your hard work and help you along the way by advising you on how to execute best practices solid strategies.

And remember to keep checking back to the Mad Marketer for more tips and tricks, insights and all things marketing madness.


Editor’s Note: This post originally appeared on the Content Boost Blog and was reposted here.