Eleven industries surveyed by Informa Systems, which sells marketing services, say 70 percent are using B2B content marketing now and 45 percent plan to increase content marketing investments in 2018.
The survey respondents represent a broad composition of 11 industries operating at the center of today’s global economy, including: Aviation, Information Technology, Finance, Agriculture, Engineering, Trucking and Hospitality.
Informa reports that despite the projected growth in content marketing, many B2B marketers still face challenges in measuring their content marketing success.
The inaugural launch of the survey was conducted among the Informa Engage brand’s audience. The annual survey was fielded online with the objective of identifying key trends, insights and analysis of the B2B marketing landscape to better understand the challenges and priorities in the year ahead. The online survey data was collected August 1 through September 7, 2017.
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