Too many B2B enterprise marketers are focusing on their brand rather than their audience while creating content. That's one of the key findings of the just-released research report by the Content Marketing Institute, a UBM company. 


53% of B2B enterprise marketers who responded to our annual content marketing survey say they agree that their organization is focused on creating content for their audience versus their brand. That's a lot lower than the 69% of all B2B North American marketers we surveyed (across all industry types and company sizes) who focus on audience versus brand.

"We'd like to see more B2B enterprise marketers creating content for their audience versus their company's products and services. Yet in all fairness, they may face internal pressures that prevent them from doing so," explains Lisa Murton Beets, Director of Research, Content Marketing Institute. "However, it's that laser-focus on putting the audience first that will sustain long-term content marketing success."

Other Key Highlights:

92% of the top-performing B2B enterprise marketers are more focused on creating content for their audience than their brand – it's one of the things that differentiates them from their less successful peers.

54% of B2B enterprise marketers say their organizations are much more or somewhat more successful with content marketing than they were one year ago

84% of B2B enterprise marketers who experienced increased success over the last year attribute that success to content-creation related factors (e.g., creating higher-quality content, becoming more efficient with content creation)

63% of B2B enterprise marketers can demonstrate, with metrics, how content marketing has increased their number of leads