Trends Report

Brief: B2B CMOs Drive Content Marketing Results By Fostering Direct Involvement

Benchmark Data Shows That Content Marketing Maturity Improves As Team Participation Increases

September 9th, 2014
Laura Ramos, Vice President, Principal Analyst
Laura Ramos Vice President, Principal Analyst
With contributors:
Luca S. Paderni , Ryan Skinner , Elizabeth Perez

Summary

Eager to put content marketing to work by attracting buyer attention and generating demand, business-to-business (B2B) CMOs often turn to agencies and freelancers to boost their content marketing production and distribution. Some even hire ex-journalists and put them to work in centralized teams tasked with producing content that will attract buyer attention and stand out from the competition. Results from our recent survey of B2B senior marketers run counter to this trend and show that content marketing practices advance when more, not fewer, marketing team members have a primary role in content development. Read this report to understand why B2B CMOs need to emphasize content production and distribution as a key marketing responsibility and to learn how to sharpen your staff's content acumen in three simple ways.

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