Team Structure

Are businesses allocating sufficient personnel to their content marketing efforts? When we surveyed B2B marketers about how content marketing tasks are handled within their companies, the majority (76%) reported having a dedicated content marketing team or individual in place. Additionally, larger organizations were more likely to have such dedicated resources.

However, most of those with dedicated teams (54%) indicated that these teams are relatively small, typically comprising two to five members.

What if There’s No Dedicated Team or Person?

Surprisingly, 24% of B2B respondents reported not having a dedicated content marketing team or staff member. When asked how they manage content tasks, 50% said they rely on multiple teams (such as departmental, brand, or product-focused teams), 7% outsource to an external content marketing agency or vendor, and 43% chose “other.”

For those who selected “other,” their explanations varied from two employees juggling multiple responsibilities, including content, to assigning tasks to whoever was available at the time.

This reveals a critical issue: While staff may handle content tasks, no one is specifically responsible for leading content marketing with a strategic approach. This lack of focus often results in reactive, scattered content efforts that fail to achieve meaningful or consistent results.

Effectiveness of Content Strategy

When we asked the 95% of B2B marketers who have a content strategy to evaluate its effectiveness, less than a third (29%) described it as extremely or very effective. A significant majority (58%) rated it as moderately effective, while 12% found it not very effective, and 1% said it wasn’t effective at all.

Unlock the insights your B2B marketing team needs to thrive! Our comprehensive report explores current trends, team structures, and strategies that drive results. Whether you’re looking to build a dedicated content team, measure your content strategy’s effectiveness, or gain a competitive edge, this report offers actionable takeaways and expert guidance. Don’t miss your chance to elevate your content game and achieve your goals. Continue reading and download the full report today!

Related report: B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024 | Content Marketing Institute

The Table of Contents of “B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 ” Report :

• Team structure
• Content strategy effectiveness
• Content marketing challenges
• AI use trends
• Content and marketing goals
• Success factors
• B2B content tactics
• Social media use
• Budgets and spending trends
• Action steps
• Methodology
• About Content Marketing Institute
• About MarketingProfs
• About The MX Group

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Methodology

The 15^th annual content marketing survey was conducted by Content Marketing Institute and MarketingProfs. The survey was fielded between June 25 and Aug. 16, 2024, and was sponsored by The MX Group. The survey drew 1,186 global responses. This article reports on the 980 B2B respondents, mostly from North America.