inspiral + contentmarketinginstitute + infographic   2

B2B ENTERPRISE CONTENT MARKETING: 2015 BENCHMARKS, BUDGETS, AND TRENDS – NORTH AMERICA
Welcome to B2B Enterprise Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America.
Here we look at how the content marketing practices of enterprise marketers (1,000+ employees)
have changed since last year and how they compare with other B2B marketers.
Of all the groups of marketers we’ve studied over the last year, enterprise marketers:
 Use the most content marketing tactics
 Target the most audiences
 Are the most likely to be organized into a formal group
 Are the most likely to report to product marketing
 Have the most difficulty with tracking the ROI of their content marketing programs.
Enterprise marketers are producing less content than they did last year, but they’re allocating
nearly as much budget for content marketing. Nearly 90% are focused on creating more engaging,
higher-quality content over the next 12 months.
These are exciting times for content marketing. We’re thrilled to be with you on the journey
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november 2015 by inspiral

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