The latest report on B2B content marketing from the Content Marketing Institute (CMI) and MarketingProfs highlights the challenges, successes, and areas for improvement in the industry. Based on insights from 980 B2B marketers, this research, sponsored by The MX Group, offers a snapshot of where content marketing stands as businesses gear up for 2025.
An Industry Needing More
Among the surveyed marketers, 58% rate their content strategy as “moderately effective.” Many cite a lack of resources, technology, and clear goals as barriers to success. Only a third report having scalable models for content creation, with 42% of those who struggle pointing to vague objectives as a major issue. Robert Rose, Chief Strategy Advisor at CMI, notes, “Frustration and maintenance have become the norm, but there’s a group of top performers who are pushing forward.”
Team Structure: Small But Dedicated
Most B2B companies (76%) have a dedicated content marketing team, but 54% of those teams are small, typically made up of just two to five people. About 24% of organisations lack any dedicated content team, often relying on multiple teams or external vendors. This approach can lead to scattered content efforts and inconsistent results.
The Content Strategy Divide
While 95% of respondents have a content strategy, only 29% believe it’s “extremely” or “very effective.” Among those who rated their strategy as less effective, common issues include a disconnect with customer journeys (39%), lack of data-driven insights (35%), and ineffective audience research (29%).
Persistent Content Marketing Challenges
Lack of resources remains a significant obstacle for 54% of marketers, consistent with previous years. Measuring content’s impact and aligning it with the buyer’s journey also pose difficulties, with 47% and 45% citing these as major challenges, respectively. Internal silos further complicate efforts, with 40% saying they hinder cross-team communication.
Creating Content That Engages
One of the most prominent challenges is crafting content that drives action. More than half of respondents struggle with this aspect, as B2B content often follows a complex, nonlinear buyer journey. Ann Handley, Chief Content Officer at MarketingProfs, urges marketers to rethink traditional metrics and focus on engagement indicators such as newsletter sign-ups and customer feedback.
The State of Technology in B2B Content Marketing
The report reveals gaps in marketing tech stacks, with nearly half lacking capabilities in lead generation, data management, and reporting. Only 26% feel they have the right technology to manage content effectively, down from 31% last year. As Andi Robinson, Content Strategist at Hijinx Marketing, explains, “Without scalable content frameworks, companies risk inefficiency and brand inconsistency.”
AI Trends in B2B Content Marketing
AI adoption is rising, with 81% of teams using generative AI tools, up from 72% last year. However, most teams are still in the experimental phase, and only 19% have fully integrated AI into daily workflows. Concerns about accuracy, copyright, and lack of training deter some marketers from AI adoption. Pam Didner, author of The Modern AI Marketer, suggests structured AI training and executive advocacy to drive meaningful adoption.
Content and Distribution Trends
Short articles remain the most popular content format, used by 92% of respondents. Videos, which 58% consider highly effective, are gaining traction, followed by case studies and e-books. LinkedIn remains the most valuable social platform for B2B, with 85% of marketers identifying it as their top channel. While LinkedIn usage grew, engagement on X (formerly Twitter) dropped, with 39% of respondents saying they don’t use the platform.
Budgets and Team Growth for 2025
Nearly half of the surveyed marketers anticipate an increase in content marketing budgets in 2025, with 46% predicting more resources. AI and video production are the top areas for additional investment. About a quarter of respondents expect their teams to grow, with many citing increased demand for content and the need to reduce internal silos.
Key Takeaways for Success
Top-performing marketers focus on understanding their audience, producing high-quality content, and measuring performance effectively. These successful teams are also more likely to have a structured, scalable content model and aligned technology. AI use is a differentiator, with top performers more likely to have organisational AI guidelines and integrate AI into their workflows.
Practical Steps for Marketers
Robert Rose advises content teams to shift from “fixing” to creating structured processes and stopping low-impact activities. “Many teams spend all their time fixing or maintaining,” Rose observes. “To be remarkable, you need to make space for innovation. Successful teams don’t try; they do.”
Survey Methodology
This 15th annual survey by CMI and MarketingProfs gathered responses from 1,186 global B2B marketers, with 980 responses analysed for this report. The industries represented range from technology to finance, with participants from companies of various sizes.
As B2B marketers look to the future, understanding these trends and adapting accordingly could be key to standing out in an increasingly competitive landscape.
Source: https://contentmarketinginstitute.com/articles/b2b-content-marketing-trends-research/
