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This year Content Marketing Institute and MarketingProfs published their 7th B2B Content Marketing Benchmarks, Budgets and Trends – North America study. While there are many studies that are published every year, this is one that I truly analyze and review as it is full of insights and shows a very clear picture of where B2B marketers are on their path to maturity.The study was a bit different this year with some new questions and sections, but overall, comparing this year to previous studies provides insight into how B2B marketing organizations are succeeding and in many cases, continuing to be challenged with the discipline of content marketing.It Takes a Village-It was surprising to me to see that 55% of organizations have small teams (some only one person) that are responsible for serving the entire organization with content. Less than 40% of those surveyed said they have a dedicated organization and/or people throughout the organization.Good content that engages buyers and aligns to the buyers purchase process is not easy to create. It takes time to understand your buyer, their pain points and challenges and their buyers journey. According to CEB, in a typical B2B buying cycle there are on average 6.8 people involved in the buyers committee all of whom want specific content that is relevant to their role.With this being the case, how is it expected that only a handful or only one person will be able to create compelling content? In order for content to be done properly and produce value, there must be a team dedicated to it.Measurement Must Be a Priority-When asked, “Is it clear what an effective or successful content marketing program looks like?” only 41% responded yes. The other with 59% responded with an unsure or a no. While this may be while only 28% are mature or sophisticated, the need for measurement has never been more apparent.According to the study the following are true:

29% of a B2B marketing budget is spent on content marketing

39% of organizations will increase their content marketing spend

45% will spend the same amount next year as they did this year

That is quite an investment to make without an understanding of the results. While producing relevant and engaging content is crucial, it is just as, if not more important to know the impact these investments are making on an organization.The Metrics Do Not Align to Goals-Respondents to the study listed lead generation as the number one goal for their marketing efforts. Yet when asked “Which metrics does your organization use to determine how well its content marketing is producing results?” only 57% stated they were measuring sales lead quality.If the goal of content is to generate demand, simply measuring web traffic (78% do as the leading metric) will not give any indication on success or failure. If B2B marketers are going to improve on measuring value, they must measure that which aligns to their goals.

How would you characterize the success of your organizations current overall content marketing approach? 22% stating very or extremely successful and 53% stating moderately successful (I am not sure the goal of organizations is to be marginal)

How does the success of your organizations current overall content marketing approach compare with one year ago? 62% saying either somewhat more or much more successful

There is Improvement, But Still a Long Way To GoWhile 72% of organizations reported more effectiveness with their content (with web visits are the leading metric this is questionable), the telling statistics that tell the true story of how organizations are faring with content marketing were the following:

Only 37% of B2B organizations have a documented content strategy (sorry but if you say you have one but it is documented, YOU DO NOT HAVE A STRATEGY!!)

Only 22% say their organizations approach to content marketing is very or extremely successful

Only 28% of respondents stated their organizations are either sophisticated or mature with content marketing

Only 34% state their organizations are extremely or very effective at meeting their content marketing goals

With all of the attention given, money invested and time spent on content, one would think we would be much further along. What is more perplexing with these low numbers is that 63% of respondents stated that their organizations were either extremely or very committed to content marketing.I believe it is time (I have said this many times before) for marketing leaders to truly take a look at this commitment to content and rather than invest in more content production, invest in understanding buyers at a deeper level so that their content can be better informed. Simultaneously, invest in better enabling and equipping content marketers with the needed skills so they can perform their roles at the highest levels.Content marketing is not going anywhere anytime soon and is necessary to engage, nurture and convert buyers and build customer relationships, but year over year the numbers either stay flat or decline indicating we have a problem. Hopefully 2017 (I said this about 2016) is the year marketing leaders take the time to address it.

Separately owned property does not automatically become marital upon marriage, even when it is placed into joint names. If one party invested separate funds into a marital asset, if they can trace out or prove that investment, they may be entitled to a return of the asset or the amount invested plus appreciation. This is a substantial issue in many cases.The goal of the tracing process is to link every asset to its primary source, which is either separate property or marital property. Harris v. Harris, 2004 Va. App. LEXIS 138 (2004). See also Mann v Mann, 22 VA. App 459; 470S.E. 2d 605, 1996, holding that the interest passively earned on the husband’s premarital assets are separate.The Code of Virginia, §20-107.3(A)(1)(iv) defines “separate property” as “that part of any property classified as separate pursuant to subdivision A.3. Code of Virginia, §20-107.3(A)(3)(e) provides that “when marital property and separate property are commingled into newly acquired property resulting in the loss of identity of the contributing properties, the commingled property shall be deemed transmuted to marital property. However, to the extent the contributed property is retraceable by a preponderance of the evidence and was not a gift, the contributed property shall retain its original classification.” (emphasis added). Code of Virginia, §20-107.3(A)(3)(g) provides that section (e) of this section shall apply to jointly owned property. No presumption of gift shall arise under this section where (ii) newly acquired property is conveyed into joint ownership.The increase in value of separate property during the marriage is separate property, unless marital property or the personal efforts of either party have contributed to such increases and then only to the extent of the increases in value attributable to such contributions. The personal efforts of either party must be significant and result in substantial appreciation of the separate property if any increase in value attributable thereto is to be considered marital property. See Code of Virginia, §20-107.3(A)(3)(a). All of the increases of the real estate in this case are attributable to market fluctuations.Tracing involves a two-prong, burden shifting test. First, a party has to prove he invested separate property into the real estate, which he did. It is undisputed that all of the money used to purchase the real estate was his traceable separate property. Then the burden shifts to the Complainant to prove, by clear and convincing evidence, that the transmutation was a gift. (See Va. Code Ann. § 20-107.3(A)(3)(g)) and Turonis v Turonis, 2003 Va. App. LEXIS 130, (2003)). There is no presumption of a gift that arises from the fact that one party put the real estate in the parties’ joint names. There is no evidence of a gift in this case. (See also von Raab, 26 Va. App. at 248, 494 S.E.2d at 160 and Utsch v. Utsch, 38 Va. App. 450, 458, 565 S.E.2d 345, 349 (2002) (quoting Theismann, 22 Va. App. at 566, 471 S.E.2d at 813).If the party claiming a separate interest proves retraceability and the other party fails to prove transmutation of the property by gift, “the Code states that the contributed separate property ‘shall retain its original classification.’” (emphasis added) Hart v Hart, 27 Va. App. 46, 68, 497 S.E. 2d 496, 506 (1998). (quoting Code § 20-107.3(A)(3)(d), (e)) West v West, 2003 Va. App. LEXIS 512 (2030).The second issue is the passive appreciation in the value of the jointly titled real estate. Pursuant both to Virginia Code Va. 20-107.3(A), and using the Brandenburg formula, which has never been held erroneous by the Virginia appellate courts, (See Turonis, Supra) All of the passive appreciation on a party’s separate investment in real estate is also separate property. ” This issue was addressed in Kelley v. Kelley, No. 0896-99-2, 2000 Va. App. LEXIS 576 (Ct. of Appeals Aug. 1, 2000) holding that the trial court erred in failing to recognize that passive appreciation on the husband’s separate investment to the real estate was also the husband’s separate property. (emphasis added0. This issue was also addressed in the case of Stark v. Rankins, 2001 Va. App. LEXIS 375 (2001), holding that “in pertinent part, Code § 20-107.3(A)(1) provides that “the increase in value of separate property during the marriage is separate property, unless marital property or the personal efforts of either party have contributed to such increases and then only to the extent of the increases in value attributable to such contributions.” Read as a whole, subsection (A) of the statute contains a “presumption that the increase in value of the separate property is separate.” (emphasis added) Martin v. Martin, 27 Va. App. 745, 753, 501 S.E.2d 450, 454 (1998). Moreover, we have held that the trial judge has a duty “to determine the extent to which [a spouse's] separate property interest in the home increased in value during the… marriage.” Id. at 752, 501 S.E.2d at 453. There is a statutory presumption that the increase in value of the separate property is separate. Id.By contrast, although the customary care, maintenance, and upkeep of a residential home may preserve the value of the property, it generally does not add value to the home or alter its character. Martin, Supra. The Court held that the Wife’s evidence that at some time during the twelve years of marriage she personally painted, wallpapered, and carpeted parts of the house does not prove a “significant” personal effort.” These activities constitute part of the customary maintenance and upkeep that homeowners typically perform in order to preserve the home’s value; they do not by their nature impart value to the home. (See also Biviano v. Kenny, 2002 Va. App. LEXIS 157 (2002)). The Code of Virginia, Section 20-107.3(A)(3)a) places the burden on the non-owning spouse to prove that “(i) contributions of marital property or personal effort were made and (ii) the separate property increased in value.” Hoffman v. Hoffman, 2004 Va. App. LEXIS 216 2004). In pertinent part, Code § 20-107.3(A)(1) provides that “the increase in value of separate property during the marriage is separate property, unless marital property or the personal efforts of either party have contributed to such increases and then only to the extent of the increases in value attributable to such contributions.” Read as a whole, subsection (A) of the statute contains a “presumption that the increase in value of the separate property is separate.”Martin v Martin, 27 Va. App., 745, 753, 501 S.E. 2d 450, 454 (1998). Moreover, we have held that the trial judge has a duty “to determine the extent to which [a spouse's] separate property interest in the home increased in value during the… marriage.” Id. at 752, 501 S.E.2d at 453. Stark v. Rankins, 2001 Va. App. LEXIS 375 (2001).In the case of Hargrave v. Wienckowski, 2000 Va. Cir. LEXIS 208, the Court states that “traceable separate property that is commingled with marital property, whether to acquire new property or otherwise, is subject to being restored to the contributing party.” The Court analyzes the issue and finds that “parties are under no requirement to contribute their separate property, whether acquired before or during the marriage, to the marriage. If a party does so, he or she does so voluntarily and should be reimbursed for it unless the party intended to make a gift of such property to his or her spouse.” This holding is consistent with the purpose of the Virginia legislature in enacting the equitable distribution law which was to give courts power to compensate a spouse for his or her contribution to the acquisition of property obtained during the marriage. See Sawyer v. Sawyer, 1 Va. App. 75, 335 S.E.2d 277 (1985). For example, in Beck v. Beck, 2000 Va. App. LEXIS 658 (2000), the Court held that since the wife contributed 71.3% from her separate funds to acquire the property, she was entitled to 71.3% of the equity in the real estate.Holden v Holden, 31 VA. App 24; 520 S.E. 2d 842, 1999 involved the same issue. The husband sold comic books for $17,000 to raise the down payment on real estate acquired during the marriage. He deposited the money into a joint account. The Court held that the $17,000 was his separate money. “Separate property does not become untraceable merely because it is mixed with marital property in the same asset. As long as the respective marital and separate contribution to the new asset can be identified, the court can compute the ratio and trace both interests. The Husband is not required to segregate the $17,000 from all other marital funds in order to claim a separate interest. (Citing Rahbaran, 26 Va. App. At 207, 494 S.E. 2d at 141). See Whitehead v Whitehead, 2001 Va. App. LEXIS 381, 2001, holding that the husband’s withdrawals from the parties’ joint account should have been viewed as his reclamation of separate property, to the extent of his contribution, rather than withdrawal of marital funds. The Husband had $9,100.00 in separate funds in the account. The Court held that to the extent the withdrawals equaled $9,100.00, they should have been viewed by the court as his reclamation of his separate property.If tracing separate property is an issue in a case, records proving the separate ownership are very important. Records include bank accounts, HUDs, deeds, mortgage and payments. Property acquired during the marriage or jointly titled is presumed to be marital without proof of a separate investment or ownership. Of course, the easiest way to resolve this issue is a prenuptial agreement.