The sleeping giant that is content marketing woke up last year. Now it’s hungry.

That theme emerged from Content Marketing Institute/Marketing Profs’ B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023 research report sponsored by ON24 and released today.Continue Reading

What’s it like to work in content marketing? Is it a rewarding career? Does it pay well? What’s the career trajectory?

You certainly know your answers to these questions. But, until now, little industry research has dived into content marketing careers.

We set out to find answers. Our goal is to help content marketers understand their opportunities and positions – and help companies develop meaningful roles and the resources and opportunities to retain them.Continue Reading

Editor’s note: We’ve updated our research study for 2023.

What does it take to make a content marketing program successful? Every organization answers that question differently based on its goals.

Still, successful programs tend to share characteristics that can provide directional hints for other content marketers.

CMI’s newly released Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 sponsored by Imagination reveals those clues for marketers at companies with at least 1,000 employees. In this research, top performers are defined as those who say they consider their organization’s content marketing extremely or very successful.

Here’s what top-performing enterprise marketers do differently.Continue Reading

For nearly two years, content marketers have shifted gears, switched focus, executed 360s, and navigated turbulence so often it feels like we’ve created a whole new storm category – let’s call it the marketer’s maelstrom.

Should we bother trying to forecast the patterns that will sweep across our industry in 2022?

Continue Reading

Editor’s note: We’ve updated our annual B2B research study for 2023.

Companies are waking up to the power of content marketing due in part to the pandemic.

That’s not some grand pronouncement from the Content Marketing Institute. It’s a recurring refrain we heard from you (or content marketers like you) in our 2022 B2B research.Continue Reading

In March 2020, the world changed seemingly overnight.

In March 2020, Salesforce responded to the new reality of business seemingly overnight, launching its Leading Through Change content initiative on March 17.

That’s not a typo. The first blog of the program launched March 17, days before California issued shelter-in-place orders and airports effectively shut down.

How could such a large company pivot so quickly – not just on one channel, but on all its channels and in multiple formats? And not just pivot but deliver results that surpassed any of their expectations?Continue Reading

How many times a day does your phone ding to notify you someone is “live?” As I sat down to write this article, I found myself struggling to resist the siren of six livestream notifications.

Data science. Goat farming. Cybersecurity trends. Parenting girls. Fast-growth companies. Creating better PowerPoint slides. There’s a livestream for everything that interests me (and probably everything that interests you, too).

Livestreaming isn’t a new technique, but it’s experiencing a surge in popularity.Continue Reading

Editor’s note: We’ve updated our research study for 2023.

Have you ever heard (or voiced) these content marketing laments? “If only we had more budget.” “If only we had more people.” “If only we had more time to prove this works.”

Many content marketers believe these factors are the secrets to success. And, according to our latest study of enterprise marketers, there does seem to be a correlation.

But remember, correlation isn’t causation.

Let’s take a closer look at the insights from Enterprise Content Marketing: Benchmarks, Budgets, and Trends with Insights for 2021. (Enterprise refers to for-profit B2B and B2C companies with 1,000 or more employees.)Continue Reading