B2B Content Marketing Benchmarks, Budgets and Trends: Outlook 2025
Source: Content Marketing Institute | Link
The Content Marketing Institute's 15th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report for 2025, based on a survey of 980 B2B marketers, reveals the top challenges facing content marketing teams and how they are adapting to these challenges:
Top challenges include lack of resources (54%), difficulty measuring content performance (47%), and aligning content with the buyer's journey (45%). In response to these challenges, some marketers are turning to AI tools and prioritizing content that prompts a desired action.
Generative AI is being leveraged by 81% of B2B marketers, primarily for content creation and optimization. However, trust and quality concerns remain, and integration of AI into daily processes is still limited.
Investment in video content (61%), thought leadership (52%), and AI for content optimization and creation (40% and 39%, respectively) are top priorities for B2B marketers in 2025.
Short articles and videos are the most used content types, distributed mainly through social media platforms, corporate blogs, and email newsletters. In-person events and webinars remain the most effective distribution channels.
Content strategy effectiveness is rated as moderate or worse by 58% of marketers, with a lack of clear goals being a primary issue.
The report concludes by suggesting action steps for B2B marketers to enhance their content marketing effectiveness, including creating a content orchestration approach, taking a structured approach to content and marketing innovations, and stopping activities that don't contribute to targeted outcomes.
The report concludes that by prioritizing these areas and adopting a strategic, data-driven approach, B2B marketers can enhance their content marketing effectiveness and achieve their desired business outcomes.
About the Author
Chris Herbert spearheads Mi6 Agency, emphasizing small business growth and entrepreneurship. On the agency's blog, he offers practical marketing insights and solutions to unique challenges faced by businesses. Herbert advocates for sustainable and responsible growth. His "Rural Entrepreneur Podcast" extends this mission, providing essential advice and experiences for entrepreneurs. He adopts a comprehensive approach, focusing on building sustainable businesses, community engagement, and active participation in entrepreneurial ventures.
Kommentarer