Content Marketing Statistics For 2018

Content Marketing Statistics For 2018

Each year Content Marketing Institute and MarketingProfs create a new report covering the latest trends in B2B content marketing.

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)
75%: Infographics
52%: illustrations/Photos

Social Media Platforms Technology Marketers Use for Content Marketing Purposes
97%: LinkedIn
94%: Twitter
89%: Facebook
69%: YouTube
29%: Google+
27%: Instagram
27%: Slideshare
13%: Pinterest
9%: Medium
3%: Snapchat
4%: Other

For the full report go to B2B Content Marketing. What overall trends are you seeing in B2B content marketing?


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