97% of B2B marketers say they have a content strategy
Verified Confidence: medium
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "Almost all B2B marketers have a content strategy"
- True origin
- Content Marketing Institute & MarketingProfs — B2B Content and Marketing Trends: Insights for 2026
- Type
- Stat check: A widely repeated statistic traced back to its origin.
- Year
- 2025
- Data as of
- Survey of 1,015 B2B marketers, 2025
- Last checked
- What the source says
the survey of 1,015 B2B marketers, conducted with MarketingProfs and sponsored by Storyblok ... Ninety-seven percent of marketers told us they have a content strategy (only 3% don’t).
- Method & sample
- Online survey of 1,015 B2B marketers (CMI/MarketingProfs subscribers). Of those with a strategy, 13% said it significantly improved and 48% somewhat improved.
- Drift between quote and source
- Self-selected sample of content-marketing newsletter readers
- 'Have a strategy' is self-reported; CMI separately tracks documented strategies
- Interest
- CMI is owned by Informa, which runs marketing events; this report was sponsored by Storyblok (a CMS vendor).
Safe rephrasing
In CMI's survey of 1,015 B2B marketers for 2026, 97% said they have a content strategy; the sample is drawn from content-marketing audiences.
Sources we opened
Machine-readable: /api/claims/cmi-97-percent-b2b-marketers-have-content-strategy-2026.json · Last checked 2026-10-16