80% of B2B Marketers Face 'Content Burnout' – Is Leveraging Secondary Data the Solution?
PRIZMA Inc. surveyed 1,003 B2B marketing professionals about their content strategy. The results show that approximately 80% struggle with a lack of ideas, and over 30% are dissatisfied with their results. Solo marketers, in particular, tend to rely heavily on product updates due to resource constraints, highlighting a significant barrier to diverse information dissemination.
📋 Article Processing Timeline
- 📰 Published: May 25, 2026 at 20:00
- 🔍 Collected: May 25, 2026 at 11:31
- 🤖 AI Analyzed: May 27, 2026 at 02:12 (38h 40m after Collected)
PRIZMA Inc. conducted a survey on 'Content Marketing Ideas in B2B Business' targeting marketing and PR professionals at B2B companies.
While an increasing number of companies are adopting content marketing as a core strategy for lead generation and brand awareness, many teams are facing a depletion of ideas for continuous communication across channels like white papers, blogs, and press releases.
The survey revealed that only about 40% of respondents feel they are achieving results. In contrast, over 30% reported being dissatisfied, stating that their efforts are not yielding much success. The most frequently published content types are 'Press Releases (43.3%)', followed by 'Blog Posts/Owned Media (32.1%)' and 'White Papers/PDF Materials (31.0%)'.
A notable gap emerged based on organizational structure. Among 'solo marketers' (one-person teams), 64.5% of their content is focused on 'Product/Service Introductions and Updates.' While organizations with two or more members can diversify their content with industry trends and case studies, those with limited resources are often overwhelmed just by sharing internal company information.
Furthermore, over 80% of respondents admitted to feeling 'out of ideas' to some degree. In the daily struggle for planning, approximately 20% of marketers spend more than five hours a week just searching for content ideas, indicating that resource limits are placing a heavy burden on the field.
While an increasing number of companies are adopting content marketing as a core strategy for lead generation and brand awareness, many teams are facing a depletion of ideas for continuous communication across channels like white papers, blogs, and press releases.
The survey revealed that only about 40% of respondents feel they are achieving results. In contrast, over 30% reported being dissatisfied, stating that their efforts are not yielding much success. The most frequently published content types are 'Press Releases (43.3%)', followed by 'Blog Posts/Owned Media (32.1%)' and 'White Papers/PDF Materials (31.0%)'.
A notable gap emerged based on organizational structure. Among 'solo marketers' (one-person teams), 64.5% of their content is focused on 'Product/Service Introductions and Updates.' While organizations with two or more members can diversify their content with industry trends and case studies, those with limited resources are often overwhelmed just by sharing internal company information.
Furthermore, over 80% of respondents admitted to feeling 'out of ideas' to some degree. In the daily struggle for planning, approximately 20% of marketers spend more than five hours a week just searching for content ideas, indicating that resource limits are placing a heavy burden on the field.
FAQ
BtoBマーケティング担当者のうち、コンテンツのネタ切れを感じている割合は？
調査結果によると、82.7%（とても感じたことがある27.7%、やや感じたことがある55.0%の合計）の担当者がネタ切れを実感しています。
コンテンツマーケティングで成果が出ていると回答した割合はどのくらいですか？
「とても成果が出ている（7.2%）」と「やや成果が出ている（34.2%）」を合わせ、約4割が成果を実感しています。
BtoB企業が定期的に発信している主なコンテンツは何ですか？
最も多いのは「プレスリリース（43.3%）」で、次いで「ブログ記事・オウンドメディア記事（32.1%）」、「ホワイトペーパー・PDF資料（31.0%）」となっています。
「ひとりマーケター」が発信するコンテンツの特徴は？
「自社製品・サービスの紹介やアップデート情報」が64.5%と圧倒的多数を占めており、リソース不足により自社情報の発信で手一杯になっている現状が浮き彫りになりました。
ネタ探しに週5時間以上費やしている担当者の割合は？
約2割の担当者が、コンテンツの企画・ネタ探しのための情報収集に週5時間以上を費やしています。