According to B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America, the latest benchmark report released by the Content Marketing Institute and MarketingProfs, there is more to content strategy than just implementation. While the adoption of content marketing has certainly become prevalent across B2B organizations, the separation between good and great organizations revolved around one key theme: documentation.
Report findings showed that that only 35% of survey respondents had a documented content marketing strategy, which in turn has led to more effective content marketing programs. 60% of respondents who had actual documentation rated their strategy as highly effective, versus only 32% of those who had no documented strategy (or no strategy at all).
KOMarketing B2B Online Marketing Blog, Kelsey Jones, October 6, 2014