The Content Marketing Institute (CMI) and MarketingProfs have released their latest annual report [PDF] looking at the state of content marketing among B2B marketers in North America. As the sixth annual report covering this area, the study allows for comparisons to years past to identify shifts and trends. Even so, some findings, such as the perceived effectiveness of in-person events, appear to be quite consistent over time.
This year’s study notes that experienced (“sophisticated” and “mature” content marketers) are more likely to believe they’re effective at content marketing, as are respondents with a documented content marketing strategy, almost half (48%) of whom report being effective.
The trouble is that few content marketers actually have a documented strategy. This year, that figure stands at 32%, down from last year’s 35%. Another 48% have a strategy that is not documented, on par with last year’s results. Also consistent with last year’s results, those with a documented strategy report being more effective in a wide range of areas than those without such a strategy. Read the rest at MarketingCharts.