This research produces plenty of insights to help guide B2B marketers in the right direction. B2B marketers’ confidence in content marketing continues to build; content marketing usage rates are up from last year; and, it’s no surprise marketers with a documented content strategy are having the greatest success.
Here are some highlights from the report.
B2B Marketers Content Marketing Usage
63% of tech marketers say they prioritize providing the right content to the right person at the right time.
50% said they always or frequently craft content for specific points in the buyer’s journey compared to 60% the previous year.
Factors Contributing to Technology Marketers’ Increased Content Marketing Success Over the Last Year
78%: Content Creation (higher quality, more efficient)
72%: Strategy (development or adjustment)
55%: Content Distribution (better targeting, identification of what works)
47%: Content Marketing Has Become a Greater Priority
46%: Management/HR (organizational changes, stang, new content marketing roles)
45%: Content Measurement (growing to show results)
43%: Spending More Time on Content Marketing
How Often Technology Marketers Consider Various Concepts While Creating Content
92%: Ensure that our content is fact-based and/or credible
74%: Consider how our content impacts the overall experience a person has with our organization
69%: Focus on creating content for our audience versus our brand
68%: Prioritize delivering content quality over content quantity
63%: Prioritize providing the right content to the right person at the right time
59%: Differentiate our content from our competition’s content
58%: Deliver content consistently (e.g., on a dened, regularly scheduled basis)
50%: Craft content based on specic points of the buyer’s journey
Content Types Technology Marketers Use for Content Marketing Purposes (Top 6)
96%: Social Media Posts – excluding videos (e.g., tweets, pins)
87%: Case Studies
85%: Ebooks/White Papers
83%: Videos (pre-produced)
Social Media Platforms Technology Marketers Use for Content Marketing Purposes
For the full report go to B2B Content Marketing. What overall trends are you seeing in B2B content marketing?