The Content Marketing Institute (CMI) and MarketingProfs have today released their latest annual report looking at content marketing trends among B2B marketers in North America.
This year, 86% of respondents reported using content marketing, down from 93% last year and 91% in 2012. However, this study used a new definition of content marketing developed by the CMI early this year: “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.”
Interestingly, only 38% of content marketers rated the effectiveness of their organization’s use of content marketing as effective (top-2 box on a 5-point scale), compared to 42% last year and 36% in 2011. Along with the results from a recent survey that found content marketers dissatisfied with the business results of their content marketing, it appears that marketers believe there’s still plenty of room for improvement. Read the rest at MarketingCharts.