Keys to content marketing in b2b companies
Posted: Wed Dec 04, 2024 5:35 am
We present an interesting study carried out by the Content Marketing Institute and MarketingProfs that analyzes, in detail, the situation of Content Marketing in B2B companies. 2015 B2B Content Marketing Benchmarks, Budgets and Trends – North America by Content Marketing Institute and MarketingProfs
On this occasion, the B2B Content Marketing study analyses important aspects such as the convenience of designing and documenting a content marketing strategy, and highlights that only 35% of the companies surveyed claim to have an adequate work protocol in this area.
Today, Marketing and Communication managers are looking closely at how to focus Content Marketing in B2B companies and, of course, how to obtain greater knowledge in this area. More than 80% agreed that “brand awareness” is one of the main keys and KPI -Key Performance Indicator- that every digital marketing professional has list of tunisia consumer email taken into account in the last five years.
As far as social networks are concerned, the study supports their effectiveness as a content dissemination tool. The majority of companies that use this type of platform usually resort to the three most popular ones: Linkedin (94%), Twitter (88%) and Facebook (84%). 47% of them have a group of people working in Content Marketing.
The most relevant conclusions of the study : 2015 B2B Content Marketing
1. This year’s survey vs. previous years reflects the progress and growth of content marketing in B2B environments .
2. Companies that document their content marketing strategy are more effective than those that don’t. The majority of B2B companies have a content marketing strategy – but only 35% have documented it.
3. Companies are producing more content than ever before. In fact, 70% say they are creating more content than they did a year ago.
4. Frequency of content publishing : 42% of respondents say they publish every day or several times a week. Of those with a documented content marketing strategy, 23% say they publish new content daily.
5. Measurement remains a hot topic: Only 21% are successful at tracking ROI, however, that number rises to 35% for companies with a documented strategy.
6. 36% of B2B advertisers say they will begin working on measuring content ROI
in the next 12 months. 7. B2B advertisers are working on an average of 13 #contentmarketing initiatives: 69% are working on creating more engaging content.
8. B2B companies use an average of 13 tactical content formats : 92% say social media content – outside of blogs – is the most used, followed by newsletters (83%) , and articles on their own websites (81%) . Infographics see the biggest increase in usage (from 51% last year to 62% this year). Illustrations and photos are emerging as a new option this year.
9. B2B advertisers are using paid advertising: Search engine marketing (SEM) tops the list as the most used (and most effective) paid distribution method, ahead of native advertising and traditional display ads.
Achieving B2B organizational objectives through Content Marketing strategies.
In terms of investment, and analysing the data in the digital environment, according to the analysis carried out by trendScore , we can determine that it is the advertising sector that will experience the greatest growth this year. Almost 70% of advertisers will be willing to increase their participation, compared to 58% who will do so through the media.
Branded Content is undoubtedly still the main focus of advertising strategies today and in the coming months. More than 60% of participants have acknowledged their firm commitment to this way of approaching customers through the generation of content.
In the B2B context, sales cycles are longer than in B2C , purchases are rational as opposed to emotional in B2C, and the orientation is more towards the relationship than the product. The perfect scenario to make use of content marketing in the relationship with customers through an appropriate Inbound Marketing strategy .
The key to success is to generate attractive, quality content, with a strategy defined by professionals that is in line with business objectives and the overall digital strategy .
On this occasion, the B2B Content Marketing study analyses important aspects such as the convenience of designing and documenting a content marketing strategy, and highlights that only 35% of the companies surveyed claim to have an adequate work protocol in this area.
Today, Marketing and Communication managers are looking closely at how to focus Content Marketing in B2B companies and, of course, how to obtain greater knowledge in this area. More than 80% agreed that “brand awareness” is one of the main keys and KPI -Key Performance Indicator- that every digital marketing professional has list of tunisia consumer email taken into account in the last five years.
As far as social networks are concerned, the study supports their effectiveness as a content dissemination tool. The majority of companies that use this type of platform usually resort to the three most popular ones: Linkedin (94%), Twitter (88%) and Facebook (84%). 47% of them have a group of people working in Content Marketing.
The most relevant conclusions of the study : 2015 B2B Content Marketing
1. This year’s survey vs. previous years reflects the progress and growth of content marketing in B2B environments .
2. Companies that document their content marketing strategy are more effective than those that don’t. The majority of B2B companies have a content marketing strategy – but only 35% have documented it.
3. Companies are producing more content than ever before. In fact, 70% say they are creating more content than they did a year ago.
4. Frequency of content publishing : 42% of respondents say they publish every day or several times a week. Of those with a documented content marketing strategy, 23% say they publish new content daily.
5. Measurement remains a hot topic: Only 21% are successful at tracking ROI, however, that number rises to 35% for companies with a documented strategy.
6. 36% of B2B advertisers say they will begin working on measuring content ROI
in the next 12 months. 7. B2B advertisers are working on an average of 13 #contentmarketing initiatives: 69% are working on creating more engaging content.
8. B2B companies use an average of 13 tactical content formats : 92% say social media content – outside of blogs – is the most used, followed by newsletters (83%) , and articles on their own websites (81%) . Infographics see the biggest increase in usage (from 51% last year to 62% this year). Illustrations and photos are emerging as a new option this year.
9. B2B advertisers are using paid advertising: Search engine marketing (SEM) tops the list as the most used (and most effective) paid distribution method, ahead of native advertising and traditional display ads.
Achieving B2B organizational objectives through Content Marketing strategies.
In terms of investment, and analysing the data in the digital environment, according to the analysis carried out by trendScore , we can determine that it is the advertising sector that will experience the greatest growth this year. Almost 70% of advertisers will be willing to increase their participation, compared to 58% who will do so through the media.
Branded Content is undoubtedly still the main focus of advertising strategies today and in the coming months. More than 60% of participants have acknowledged their firm commitment to this way of approaching customers through the generation of content.
In the B2B context, sales cycles are longer than in B2C , purchases are rational as opposed to emotional in B2C, and the orientation is more towards the relationship than the product. The perfect scenario to make use of content marketing in the relationship with customers through an appropriate Inbound Marketing strategy .
The key to success is to generate attractive, quality content, with a strategy defined by professionals that is in line with business objectives and the overall digital strategy .