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2lrvSkt

CONTENT MARKETING

CONTENT MARKETING STRATEGY Does your organization have a content marketing strategy? Percentage of B2B Marketers Who Have a Content Marketing Strategy Yes, and it is documented 37% 4% No, with no plans to have one within 12 months 17% 41% Yes, but it is not documented No, but plan to have one within 12 months 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base = Content marketers; aided list. SPONSORED BY 20

CONTENT MARKETING STRATEGY Which of the following elements are included in your content marketing strategy? Elements B2B Marketers Include in Their Content Marketing Strategy A plan to operate content marketing as an ongoing business process, not simply a campaign 73% Content mission and a differentiated story/value to deliver Deep understanding of audience personas A process to align with other sales/ marketing/loyalty initiatives Well-defined business goals for content A measurement plan to provide both insight and progress toward the business goals The ability to scale over time (i.e., to grow along with your organization) Other elements 18% 35% 59% 57% 55% 54% 51% Unsure 3% 2017 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs Base = Content marketers who have a content marketing strategy. Aided list; multiple responses permitted. SPONSORED BY 21

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