The majority of B2B marketers say they’re finding success with their current marketing content strategy, but how will they carry over that success in the year to come? For almost half of the B2B content marketers surveyed for a report from the Content Marketing Institute (CMI), one of the top priorities is improving the quality and conversion of audiences.

Marketers are also focusing on the quality and quantity of the content they produce (46% selecting as a top-3 priority). If past research is any indicator, focusing on the quality of content can only benefit marketers, as B2B buyers have expressed a desire for more data and research-based content, while other buyers are put off by jargon and what they consider to be ‘fluffy’ content.

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