Research
New research from the Business Marketing Association-Philadelphia and Pennypacker & Associates
B2B Content Marketing
A Benchmark of Strategy, Practices, Challenges, and Performance
What content marketing practices are most effective? Least effective? What digital and print content types do B2B firms use? How important is it to have a content marketing strategy? How do B2B firms identify the information needs of their prospects? What do higher performing B2B firms do better? These and other questions are addressed in this just released research on B2B content marketing practices.
B2B Content Marketing: A Benchmark of Strategy, Practices, Challenges, and Performance is new research conducted by Pennypacker & Associates for the Business Marketing Association-Philadelphia. The report benchmarks current practices in more than 100 B2B firms to provide insights to help marketers build their content marketing capability.
Summary Report Contents
What the Survey Results Tell Us about Content Marketing Strategy
- On Strategy
- On Identifying Needs
- On Goals
- On Attaining Goals
What the Survey Results Tell Us about Content Marketing Practices
- On Content Types
- On Content Channels
- On Contributors to Content
- On Outsourcing
- On Budgets
What the Survey Results Tell Us about Content Marketing Challenges
- On the Challenges
What the Survey Results Tell Us about Marketing Performance
- On Capability
- On Effectiveness
- On Performance
From the Summary Report
Full Research Report
The full research report is available free to members of the Philadelphia Chapter of the Business Marketing Association. Non-members can purchase the full report for $145. The full report, an 86-page e-book, includes:
- Detailed responses to all survey questions
- 66 additional charts and tables
- The complete list of B2B firm’s most effective content marketing practices
- The complete list of B2B firm’s least effective content marketing practices
- Cross-tabulations comparing the differences between companies with and without a content marketing strategy, higher performing firms vs. lower performing firms, and micro/small firms vs. mid-size/large firms
- The complete survey questionnaire
