B2B Content marketing started out as a new trend, and some even wondered if it would quickly pass and burn out. But slowly, it transformed from a shiny new object to the gold standard. In fact, Seth Godin calls content marketing “the only marketing left,” because it fits so perfectly with members of the internet generation, who turn their attention online every time they want to learn more about a product or service.
Many B2B marketers are investing heavily in this type of marketing today, but still ask: What’s the best way forward and what are the essentials we need to know about content marketing? Here are 27 interesting facts to consider.
The Current Environment
Business decision-makers love content. Eighty percent of business decision-makers prefer to receive company information in a series of articles versus in an advertisement.
The buyer journey is going digital. Sixty-seven percent of the typical B2B buyer journey is now completed digitally, and nine out of 10 B2B buyers say that online content has a moderate-to-major effect on their purchasing decisions.
Brands are creating large amounts of content. Sixty percent of marketers create at least one piece of content each day.
The majority of marketers say they expect to produce more content next year. Seventy percent of marketers said they plan to produce more content in the following year.
Most companies are more committed to content marketing than they were a year ago. Sixty-two percent report they are now very committed to content marketing.
Many marketers worry that they’re not successful enough. Twenty-two percent of those surveyed reported they were “minimally successful” with their current content-marketing approach.
Few marketers have a documented content-marketing strategy. Only 37 percent of marketers have a documented content-marketing strategy for their businesses.
Key takeaway: Most marketers are creating some types of content marketing, and they’re doing so at an increasing rate. However, more than one-third of these marketers don’t have a documented strategy in place. Consider creating one to align with your consistent efforts and to ensure that each dollar you spend is maximized.
Many B2B marketers are investing heavily in this type of marketing today, but still ask: What’s the best way forward and what are the essentials we need to know about content marketing? Here are 27 interesting facts to consider.
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B2B CONTENT MARKETING |
The Current Environment
Business decision-makers love content. Eighty percent of business decision-makers prefer to receive company information in a series of articles versus in an advertisement.
The buyer journey is going digital. Sixty-seven percent of the typical B2B buyer journey is now completed digitally, and nine out of 10 B2B buyers say that online content has a moderate-to-major effect on their purchasing decisions.
Brands are creating large amounts of content. Sixty percent of marketers create at least one piece of content each day.
The majority of marketers say they expect to produce more content next year. Seventy percent of marketers said they plan to produce more content in the following year.
Most companies are more committed to content marketing than they were a year ago. Sixty-two percent report they are now very committed to content marketing.
Many marketers worry that they’re not successful enough. Twenty-two percent of those surveyed reported they were “minimally successful” with their current content-marketing approach.
Few marketers have a documented content-marketing strategy. Only 37 percent of marketers have a documented content-marketing strategy for their businesses.
Key takeaway: Most marketers are creating some types of content marketing, and they’re doing so at an increasing rate. However, more than one-third of these marketers don’t have a documented strategy in place. Consider creating one to align with your consistent efforts and to ensure that each dollar you spend is maximized.
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