- Recent research from Forrester and the Business Marketing Association shows that B2B marketers are still struggling to see results from content marketing efforts.
- Of B2B marketers surveyed, 51% described their content marketing as "somewhat effective," 27% rated it as "neutral", 6% said it was "somewhat ineffective," and 1% claimed it was "not effective at all."
- Despite the lackluster results of content marketing, 75% of B2B marketers plan to increase content marketing budgets in 2014.
It is curious that so many B2B marketers plan to increase budgets on content marketing when it has yet to offer much of a return. The study seems to say that marketers see the value in content marketing, but haven't been able to devote the time or budget yet to master it. Like Forrester VP Laura Ramos points out, many B2B brands need to focus more on the audience and less on themselves to make content marketing work.