2016Benchmarks,Budgets,andTrends—North.PDF

2016 Benchmarks, Budgets, and Trends—North America SPONSORED BY TABLE OF CONTENTS Welcome 3 Key Takeaways 4 ■ Section 1: Usage Effectiveness 6 ■ Section 2: Strategy Organization 10 ■ Section 3: Content Creation Distribution 14 ■ Section 4: Goals Metrics 22 ■ Section 5: Budgets Spending 25 ■ Section 6: Challenges Priorities 27 ■ Comparison Chart: Profile of a Best-in-Class B2C Content Marketer 29 ■ Comparison Chart: Differences Between B2C and B2B Content Marketers 30 ■ Demographics 31 ■ About 32 SPONSORED BY 2 WELCOME Hello, Content Marketers, Welcome to B2C Content Marketing 2016: Benchmarks, Budgets, and Trends— North America. The results presented in this report derive from our sixth annual content marketing survey. Earlier this fall we released the companion report on business-to-business (B2B) content marketing. Joe Pulizzi Founder An overriding theme in both reports is that the most effective content marketers Content Marketing Institute are those whose organizations have a clear vision of what content marketing success looks like. That clarity, together with frequent team meetings, a documented strategy, and an editorial mission statement, can help transform a good content marketing program into a great one. Of course, many other areas of content marketing need to be managed as well— metr