Smaller Companies Doing a Better Job with Content Marketing

Smaller B-to-B companies (under 100 employees) seem to be doing a better job maximizing their content marketing efforts according to Content Marketing and Marketing Prof’s B2B Content Marketing 2014 Benchmark, Budgets and Trends Research.

Heidi Cohen does a good job highlighting important nuggets from the report. Among them:

  • Over 90% of B2B marketers are using some sort of content marketing.
  • 42% of marketers think their content is effective and 20% thinks theirs isn’t.
  • 48% of smaller B2B organizations have a documented content strategy compared to 41% of bigger organizations.
  • 78% of smaller companies have someone specific overseeing content marketing as opposed to 58% of larger companies.

More people are planning on spending more of their budget on content marketing. If you’re like the rest of us, budgets aren’t getting any larger next year and we have to do more with less. Heidi suggests looking in other people’s budgets to help the cause.

The biggest challenge still is producing good relevant content no matter what your budget is. That’s why a content marketing strategy is the most important thing you can do to ensure  good content on a regular basis.

Are these findings consistent with what’s happening in your world?

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