The amount of content B2B marketers are creating is expected to drastically increase in 2016.
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With this amplified emphasis on content marketing, these marketers have evolved in their approach and strategies they are looking at the long game and realizing that although waiting 18 to 24 months for results is not ideal, it is the new reality.
In a September 2015 study by the Content Marketing Institute (CMI) and MarketingProfs, 76% of B2B marketers in North America said they expect to create more content in 2016 than they did in 2015. Allocated budgets will follow suit; more than half of B2B marketers planned to spend more on content marketing over the next 12 months. And as explored in a new eMarketer report, “B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time,” even as more money is flowing to content marketing, B2B marketing budgets remain very lightly invested in it.
A January 2015 Regalix survey of B2B marketing executives worldwide found that only 6% of respondents allocated more than half of their company’s marketing budget to content marketing. The majority (72%) allocated one-quarter or less.