The 13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report has revealed that 71% of B2B content marketers believe that content marketing has become more important to their organization in the past year. However, resources to support this role have not kept up with the increased importance. B2B marketers are requesting strategic approaches, more budget and staff, access to subject matter experts, and better technology and measurement tools.
The report found that 47% of B2B marketers expect their organization to hire or contract for content producers in 2023 and that B2B marketers differentiate their content primarily by producing better quality content, covering topics/stories their competitors don't, and actively promoting their content.
However, only 28% of B2B marketers have the right technology to manage content across their organization, and when evaluating content performance, they rely most on conversions, lead quality, and website engagement. Half of B2B marketers expect their content marketing budget to increase in 2023 and their biggest content marketing challenges are creating content that appeals to different stages of the buyer's journey and aligning content efforts across Sales and Marketing.
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2023 B2B Content Marketing Report: Benchmarks, Budgets, and Trends
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