As we round out the year, it’s important to take a look back at the past 365 days. For marketers, revisiting your 2015 marketing plan is crucial to make improvements as you move forward. To say content marketing was big this year is an understatement – it was huge! Content marketing was all the buzz – producing content, ingesting content, user-generated content, creating engaging content, content ROI. If content wasn’t top of your priorities, then you missed the mark.

So, how did you do with your content marketing? Here are some B2B statistics from the past year to compare to.


What The Most Effective Marketers Of 2015 Were Doing
  • 54% had a documented content marketing strategy
  • 89% placed high importance on engagement as a goal
  • 40% were successful at tracking ROI
  • Used on average 14 content marketing tactics
  • Used on average 7 social platforms
  • 54% published new content daily or multiple time per week
  • 38% were challenged with producing engaging content
Top priorities were:
  • Documenting both strategy & editorial mission
  • Meeting with content teams frequently
  • Having organizational clarity on what content marketing success looks like
The Top Content Marketing Tactics of 2015
  1. Social Media (other than blogs)
  2. E-Newsletters
  3. Articles on Website
  4. Blogs
  5. In-Person Events
  6. Case Studies
  7. Videos
  8. Photos/Illustrations
  9. Whitepapers
  10. Online Presentations
The Most Important Content Marketing Goals
  1. Lead Generation
  2. Sales
  3. Lead Nurturing
  4. Brand Awareness
  5. Engagement
The Most Important Content Marketing Metrics
  1. Sales Lead Quality
  2. Sales
  3. Higher Conversion Rates
  4. Sales Lead Quantity
  5. Website Traffic
Custom Content in 2015
  • 78% of CMOs think custom content is the future of marketing
  • 61% of consumers say they feel better about a company that delivers custom content, and are more likely to buy from that company