Study: B2B content marketing on the rise
B2B content marketers are making great strides according to recent research conducted by MarketingProfs and the Content Marketing Institute and sponsored by Brightcove. The study, “B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends-North America”, found that 93 per cent of B2B marketers used some form of content marketing in 2013.
The study compiled survey responses from 1,217 marketing, advertising and communications departments of B2B companies around the world. Key findings include:
- In-person events are the most effective marketing tactics. 78 per cent of respondents noted that events were the most effective tactic, closely followed by blogs at 76 per cent.
- An increase in the use of social media platforms. Content marketers used an average of six social media platforms in 2013, versus five from 2012. SlideShare, Google+ and Instagram had the biggest increases.
- Brand awareness is the top goal in content marketing at 82 per cent. This is followed by lead generation (74 per cent), customer acquisition (71 per cent) and thought leadership (68 per cent).
- 65 per cent of content is tailored to industry trends. This is followed by content tailored to individual decision makers at 59 per cent and by company characteristics at 55 per cent.
What content marketing strategies are working best for B2B?
- 86 per cent of successful companies had someone in charge of overall content marketing initiatives. This is compared to only 45 per cent with less effective B2B marketers.
- 78 per cent of the most effective B2B marketers are creating more content versus 57 per cent for less effective companies.
- 88 per cent of successful content marketers document their strategies. Only 66 per cent of less successful companies do that.
Differences between larger and smaller companies
- YouTube is most successful platform for larger companies. Smaller companies find SlideShare and Twitter to be the most effective. This can be due to differences in budgets.
- 78 per cent of smaller companies have dedicated staff oversee their content marketing strategy compared to just 58 per cent of larger organizations that have someone managing content marketing.
- Small and large businesses face different challenges. Common challenges for small businesses include lack of time and not being able to produce enough content due to smaller budgets. Larger companies face issues of integration across marketing and can lack a focused vision which prevents their materials from being as engaging.
- 60 per cent of small companies invest in content marketing versus 52 per cent of large organizations that make the investment.