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The business-to-business (B2B) marketers are performing well, but they are still facing several challenges, according to a recent research.

The B2B Content Marketing 2017 report

The good news is B2B marketers are experiencing success with regard to content marketing. Sixty-two percent of these marketers in the US mention their organizations are somewhat more successful compared to a year ago, based from the B2B Content Marketing: 2017 Benchmarks, Budgets and Trends—North America.

Content Marketing Institute and MarketingProfs recently released the 7th yearly iteration of their research, sponsored by BrightCove. For this year, the survey included modified questions and new questions, in order to extract better insights regarding the successes and the challenges that every content marketer or content marketing consultant faces.

The marketers attribute their success from 2 factors – better job in content creation, 85% cited it, and creating or modifying their content marketing strategy at 72%.

Still, not everything is good. An example, even though 72% aim on creating long term relationships from content marketing, only half of them agree about their leadership team giving enough time to generate content marketing results.

Some insights coming from the report

• Twenty-two percent of the marketers mention their overall content marketing approach is very successful, 22% compose the year’s top performers.
• Sixty-three percent of the marketers mention their organizations are very committed when it comes to content marketing, in comparison to 91% of the top performers.
• Thirty-seven percent of the marketers have content marketing strategy documented, in comparison to 61% of the top performers.
• Seventy-two percent of the marketers calculate content marketing ROI, in comparison to 88% of the top performers.
• Sixty-eight percent of the marketers believe their organization is practical about what content marketing can result to, in comparison to 91% of the top performers.

Other findings from the report

• Seventy-six percent of the marketers mention they always focus on delivering quality content.
• Forty-nine percent of the marketers calculate content marketing ROI at head of a funnel.
• Forty-nine percent of the marketers believe they or their team can show how an increased audience engagement resulted from content marketing.