Hasta La Creative!

The vast majority of b-to-b marketers now use content marketing as part of a strategic marketing approach, although less than half have a documented content-marketing strategy and most admit they can’t track the return on their investment, according to a study released today by the Content Marketing Institute.

The fifth annual study, “2015 B2B Content Marketing Benchmarks, Budgets and Trends,” was based on an online survey of more than 1,800 North American b-to-b marketers, conducted in July and August.

It found that 86% of b-to-b marketers use content marketing as part of their strategic marketing efforts. However, 48% say they have a content-marketing strategy but don’t document it, and only 35% say they have a documented content-management strategy.

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