An eMarketer study (B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement) has revealed that 87% of US B2B companies are going to use digital content marketing in 2018. According to eMarketer, creating quality content focused on the audience across all funnel stages is a major goal for B2Bs in 2018.

The eMarketer team says, “The most successful content should be integrated across all B2B marketing, advertising and sales initiatives. B2B marketers shouldn’t think of content as a separate entity to bring an audience to. Rather, it should be woven through all channels and used by all customer-facing teams, not just marketing.

Measurement and attribution are still major challenges for B2Bs as they connect their content marketing programs to revenue. While some brands are building the technology needed to track buyers across content touchpoints, those that don’t will not be able to prove return on investment (ROI)”.

Understanding the B2B Content Marketing Landscape


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