Why Read This
Creating content that attracts attention and builds customer relationships requires a fundamental shift from writing about features and benefits to delivering valuable information that drives business results. To understand how well business-to-business (B2B) marketers are making this transition, we surveyed 113 senior marketers to gauge their content development sophistication and maturity. B2B marketing leaders should use this report to benchmark and optimize their team's ability to: 1) understand customers' interests and needs; 2) align content themes to buyers' concerns and business objectives; 3) develop content that engages buyers; 4) distribute content to intersect with buyers' purchase journey; and 5) monitor how buyers interact with content. Taken together, these five dimensions will help marketing build content best practices that address customers' needs throughout their purchase life cycle.