TABLE OF CONTENTS SURVEY TERM DEFINITIONS m Content Marketing: A strategic marketing approach INTRODUCTION ............................................................................... 3 focused on creating and distributing valuable, m KEY TAKEAWAYS .............................................................................. 6 relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive m B2B CONTENT MARKETING TOP PERFORMERS AT A GLANCE .......8 profitable customer action. m STAFFING & OPINIONS .................................................................... 9 Success: Achieving your organization’s desired/ m targeted results. CONTENT CREATION & DISTRIBUTION ......................................... 12 m CONTENT MANAGEMENT & OPERATIONS .................................... 24 m METRICS & GOALS ......................................................................... 28 CHART TERM DEFINITIONS m BUDGETS & SPENDING .................................................................. 33 All Respondents: B2B content marketers, all of whom m CHALLENGES ................................................................................. 37 indicated they are content marketers, involved with the content marketing function, and/or someone to whom m LOOKING FORWARD ...................................................................... 39 content marketing reports, either directly or indirectly. m IF YOU COULD CHANGE ONE THING ABOUT CONTENT MARKETING Most Successful (aka Top Performers) and Least IN YOUR ORGANIZATION, WHAT WOULD THAT BE? ..................... 41 Successful: The “most successful” are those who m characterize their organization’s overall content ACTION STEPS – BY ROBERT ROSE ............................................... 44 marketing approach as extremely or very successful m METHODOLOGY ............................................................................. 46 (Top 2). The “least successful” characterize their m organization’s approach as minimally or not at all ABOUT ........................................................................................... 47 successful (Bottom 2). See page 8. 2