Content marketing among B2B (business-to-business) companies continues to grow in importance in 2014, according to a new study released by BrightCove, the Content Marketing Institute, and Marketing Profs. The study includes facts on how B2B marketers are currently using content marketing strategies, how they’re measuring content marketing success, and the challenges they’re facing.
Among the results, key findings include:
- The most effective B2B content marketers have a documented content strategy (66%) and a person on staff who oversees content marketing, even if that person outsources the creation of the content (86% of companies).
- Small companies (10 – 99 employees) are actually more likely to have an employee dedicated to content marketing.
- Social media ranks first among cited content marketing tactics, followed by articles published on a firm’s website, enewsletters, blogs and in-person events, case studies and videos. Least effective: Annual reports, print newsletters, games. (Remember, this is B2B we’re talking about here.)
- LinkedIn is cited most frequently as the best B2B social media website, followed by Twitter. This differs from B2C, or business-to-consumer marketing, which often cites Facebook first, then Twitter, as the preferred social media platforms.
- Most firms cite brand awareness as their primary goal when launching a content marketing strategy, followed by lead generation and customer acquisition.
- Time is cited as the biggest hurdle companies face when implementing content marketing strategies and tactics. Many companies under-estimate how much time it takes to produce not just any content, but quality content.
For more information on this fascinating study, see B2B Content Marketing 2014: Benchmarks, Budgets and Trends, North America
For help with your content marketing strategies or to outsource content writing, contact Seven Oaks Consulting.