The Content Marketing Institute of America have just released their 2015 B2B benchmark report, and guess what? They've found that fewer companies are using content marketing in their mix. It's dropped from 93% last year, to 86% this year
The reason? They've changed the definition of what content marketing means to:
"..a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly-defined audience — and ultimately drive profitable customer action.”
The important addition this year were those words "drive profitable customer action"
It seems like a lot of folks woke up to the fact that there's a big difference between content marketing for commercial results, and just grinding out any old fluff day after day.
This is probably just as well, when you look at the frequency that the companies who were surveyed are publishing content. With 42% of B2B companies publishing either daily or multple times a week, that's a lot of budget and marketing resource needing to prove an ROI.