Dive Brief:

• The Content Marketing Institute has released its latest study of B2B marketers and their content marketing efforts. 
• According to the study, 86% of the 1,800 B2B marketers surveyed utilize content marketing, but only 38% believe they are effective at it. 
• A large problem is B2B's effectiveness at tracking ROI— 5% claimed they were very successful at tracking content marketing ROI while 33% ranked themselves as neutral. 

Dive Insight: 

As skill and confidence grows in those areas, content marketing is bound to expand with B2B marketers. Though companies like IBM teaming up with the Wharton School to host courses— like understanding big data— show there are steps out there to help executives understand the rapidly changing landscape of the field.