INTRODUCTION But with the increase in importance and growth comes a need for Percentage of B2B Marketers more staff, more tools, and well, more of a lot of things. When we With a Content Marketing Strategy asked, “If you could change one thing about content marketing in your organization, what would that be?” many of those same 7% ■ Yes, and it is documented marketers told us they are still fighting for: ■ Yes, but it is not documented ■ No, but plan to within 12 months ▶ Content marketing buy-in 20% 40% ■ No, with no plans ▶ A content marketing strategy/strategic approach to content marketing Content Marketing Institute/MarketingProfs Base: Content marketers ▶ More budget and additional staff 33% 13th Annual Content Marketing Survey: ▶ More access to subject matter experts (SMEs) Content Marketing Institute/MarketingProfs, July 2022 ▶ Better technology ▶ Better measurement tools ▶ Greater alignment between marketing and sales/breaking down silos For content marketing to be truly effective, it needs a strategy with resources behind it. Too many content marketers are That’s a lot to wish for. operating either alone or with a small staff trying to do too much. In fact, 46% of all marketers surveyed told us that one Furthermore, the year-over-year needle is stuck at around only person (or group) in their organization is responsible for all types 40% of marketers having a documented content marketing of content produced. strategy. Without a strategy, too many content marketers are It’s unsurprising, then, that the year-over-year needle has also creating content for the sake of creating content – in many cases been stuck on overall success – with around 29% of those this could mean responding to ad hoc requests. surveyed saying their organizations are extremely or very successful with content marketing. Indeed, there is much to learn from those top performers and how they do things differently than their peers (see page 8). 4