TABLE OF CONTENTS Content Marketing: A strategic marketing approach focused on creating and distributing valuable, m INTRODUCTION ............................................................................... 3 relevant, and consistent content to attract and retain m a clearly defined audience—and, ultimately, to drive B2B CONTENT MARKETING TOP PERFORMERS AT A GLANCE........4 profitable customer action. m STRATEGY, OPINIONS & OVERALL SUCCESS ................................... 5 Success: Achieving your organization’s desired/ m TEAM STRUCTURE & OUTSOURCING ............................................ 11 targeted results. m CONTENT CREATION & DISTRIBUTION ......................................... 20 m METRICS & GOALS .......................................................................... 33 All Respondents: B2B content marketers, all of whom m indicated they are a content marketer, involved with the BUDGETS & SPENDING .................................................................. 39 content marketing function, and/or someone to whom m LOOKING FORWARD ...................................................................... 44 content marketing reports, either directly or indirectly. m CLOSING THOUGHTS – BY ROBERT ROSE ...................................... 49 Most Successful (aka Top Performers) and Least m Successful: The “most successful” are those who KEY TAKEAWAYS ............................................................................. 51 characterize their organization’s overall content m marketing approach as extremely or very successful METHODOLOGY .............................................................................. 53 (Top 2). The “least successful” characterize their m ABOUT ............................................................................................ 54 organization’s approach as minimally or not at all successful (Bottom 2). See page 10. LISA MURTON BEETS STEPHANIE STAHL KIM MOUTSOS AMIE CANGELOSI Research Director & Report Author, CMI General Manager, CMI VP Content, CMI Marketing Director, CMI ANN HANDLEY ROBERT ROSE JOSEPH “JK” KALINOWSKI KAREN SCHOPP Chief Content Officer, MarketingProfs Chief Strategy Advisor, CMI Creative Director, CMI Account Manager, CMI 2