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1、113TH ANNUALINSIGHTS FOR 20232SURVEY TERM DEFINITIONSContent Marketing:A strategic marketing approach focused on creating and distributing valuable,relevant,and consistent content to attract and retain a clearly defined audienceand,ultimately,to drive profitable customer action.Success:Achieving you

2、r organizations desired/targeted results.CHART TERM DEFINITIONSAll Respondents:B2B content marketers,all of whom indicated they are content marketers,involved with the content marketing function,and/or someone to whom content marketing reports,either directly or indirectly.Most Successful(aka Top Pe

3、rformers)and Least Successful:The“most successful”are those who characterize their organizations overall content marketing approach as extremely or very successful(Top 2).The“least successful”characterize their organizations approach as minimally or not at all successful(Bottom 2).See page 8.TABLE O

4、F CONTENTSm INTRODUCTION.3m KEY TAKEAWAYS.6m B2B CONTENT MARKETING TOP PERFORMERS AT A GLANCE.8m STAFFING&OPINIONS.9m CONTENT CREATION&DISTRIBUTION.12m CONTENT MANAGEMENT&OPERATIONS.24m METRICS&GOALS.28m BUDGETS&SPENDING.33m CHALLENGES.37m LOOKING FORWARD.39m IF YOU COULD CHANGE ONE THING ABOUT CONT

5、ENT MARKETING IN YOUR ORGANIZATION,WHAT WOULD THAT BE?.41m ACTION STEPS BY ROBERT ROSE.44m METHODOLOGY.46m ABOUT.473INTRODUCTIONA Content Marketing Wish List:TIME TO FEED THE GIANTWelcome to the 13th Annual B2B Content Marketing Benchmarks,Budgets,and Trends:Insights for 2023 report.This edition of

6、our report looks back on the last 12 months and includes expectations for 2023.Last years theme,The Sleeping Giant Awakes,explored how the pandemic changed the way organizations perceive content marketing.We found that content marketing took a more prominent role as organizations lost the ability to