B2B companies will continue to invest in content marketing this year, according to a new report from the Content Marketing Institute.
The report, "B2B Enterprise Content Marketing 2016," was based on an online survey of 335 enterprise marketers in North America. Forty-seven percent of B2B marketers plan to increase their budgets for content marketing over the next 12 months, and content marketing now makes up 25% of total marketing budgets. That's up from 23% from the previous year.
However, B2B marketers still find many challenges with content marketing. Only 22% of enterprise marketers said their organizations are effective at content marketing, down from 28% last year.
Enterprise marketers said the top five challenges with content marketing are producing engaging content (63%); measuring content effectiveness (60%); measuring the ROI of content marketing programs (59%); producing content consistently (46%); and lack of integration across marketing (41%).
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