Each year, Content Marketing Institute releases a new version of its B2B Content Marketing Benchmarks, Budgets, and Trends report, providing a timely contextual snapshot of the discipline at large and its ever-shifting landscape. Needless to say, this year’s edition hits differently.
Companies in the B2B space from IBM to HubSpot have been actively and effectively engaging prospects with longer sales cycle content for years. Like many competitive environments, a lot of emphasis for marketers has been about creating “more” content.