An August 2015 Content Marketing Institute (CMI) and Marketing Profs survey, sponsored by Brightcove, found that 88% of B2B marketers use content marketing.
The survey also found that while almost a third of B2B marketers said their use of content marketing is effective, 36% had opposing views. Forty-four percent of respondents remained neutral.
The lack of effectiveness may be due to B2B marketers not documenting their content strategy. Almost half of respondents said they had a content marketing strategy, but it was not documented and 20% either had no documented strategy or were unsure. Nonetheless, 76% of B2B marketers said they expect to produce more content in 2016 compared to 2015, demonstrating that while clarity around content marketing may be lacking, marketers are still aware of its value and are continuing to leverage it. Read the rest at eMarketer.