I came across the just-released 2013 B2B Content Marketing Report the other day and wanted to share some of the key takeaways:
- Marketers are now spending 33% of their budget on content marketing. The corresponding figure last year was 26%. There is still room for improvement as 39% of the marketers surveyed feel that there is a lack of budget for content marketing.
- Content marketing is becoming necessary among marketers. 91% of all B2B marketers now engage in content marketing, in one way or the other.
- Much work still requires to be done on the content marketing front. Among the major content-related issues, 64% of the marketers believe that they are not producing enough content. 52% of the marketers believe that they are not producing the kind of content that engages. 45% of marketers believe that producing a variety of content remains a significant challenge.
- The increased focus on content marketing notwithstanding, it is still difficult to measure the effectiveness of the content. One in three marketers are not able to measure content effectiveness.
- Marketers would also require a push to enhance their content competencies. 26% of the marketers feel that they lack adequate knowledge, training and resources to do a good job in content marketing. 14% of the marketers also feel that it is difficult to find trained content marketing professionals.
- One in every four marketers feel that content marketing is not integrated sufficiently, across other marketing channels. 22% of the marketers feel that there is lack of adequate buy-in or vision regarding their company’s content marketing strategy.