The best content marketing strategies are informed by data and one of the most consistent B2B marketing research reports chock full of data comes from Content Marketing Institute and MarketingProfs.
Today the 6th edition of the B2B Content Marketing – 2016 Benchmarks, Budgets and Trends – North America report was published revealing a canyon of difference between successful content marketers and those that seem to be lost in the wilderness. This report is also a reality check for content marketers that drink too much of their own kool-aid, offering a mix of slightly downward trend data right along with numerous reasons for future content marketing optimism.
What do I mean by reality check? Fewer marketers have a documented content marketing strategy than last year 32% vs 35% and less marketers see their content marketing as effective 30% vs 38%.
It’s been nearly two years since you moved from being Executive Director, Digital Marketing at Dell to your current role as CMO at Dun & Bradstreet. What are some of the changes you had to make in terms of your responsibilities, marketing organization and the change in industry?
