Content marketing benefits businesses that produce it and business audiences that consume it.
We surveyed 384 employees who have consumed business content online in the past week. We found that these audiences value content marketing, even though they can easily identify when the business content they consume qualifies as content marketing.
Our first report on this data discussed how B2B audiences encounter and engage with business content online.
In this report, we explore how people recognize, consume, and respond to content marketing, a term we define in the survey as “content produced by an individual representing his or her business.”
Businesses can use this report to understand how content marketing is an effective tool for engaging prospective customers and improving SEO, particularly in the business-to-business (B2B) space.