The report is split into six sections addressing the relevance and use of content marketing, data and technology, objectives and effectiveness, ROI and measurement, culture, challenges and improvements.
The report is based on research carried out by B2B Marketing and Circle Research in April 2014, seeding the opinions of client-side marketers. The analysis is written by Alex Aspinall, head of content at B2B Marketing, and additional comment is provided by Andrew Dalglish, director at Circle Research.
This benchmarking report is part of our regular programme of similar reports produced by B2B Marketing on current issues and trends affecting B2B marketers in all sectors. More information about these reports, and other publications can be found here.
- Benchmark your current content marketing activity – enable comparison with other B2B marketers and brands on activity, spend and ROI.
- Qualify your own results – determine whether you are maximising the potential of your activity or spend.
- Evaluate and optimise your content usage – define criteria and usage strategies and consider effectiveness.
- Allocate resources effectively – budget and time management.
Who should buy this guide?
This guide is suitable for:
- Brand marketers
- Digital marketing professionals
- Heads of marketing
- Heads of social media
- Marketing directors
- Marketing executives
- Marketing managers
- PR agencies
- PR teams
- VPs of marketing
- Anyone involved in using content as part of an integrated marketing strategy
“Those viewing inboundmarketing merely as the creation anddistribution of contentare likely to fail”
Section 1. Content overload: Relevance and use
Section 2. Data and technology
Section 3. Objectives and effectiveness
Section 4. ROI and measurement
Section 5. Culture
Section 6. Challenges and improvements
