2011 B2B Content Marketing Survey Highlights

A survey was conducted with the 20,000 member B2B Technology Marketing Community on LinkedIn to better understand the current state of content marketing in the B2B space, and to identify key challenges as well as best practices. Some of the key findings are:

  • Content marketing is growing dramatically in popularity with over 71 percent of respondents doing more of it than a year ago (in contrast, only 2 percent are doing less).
  • The biggest motivator for content marketing is its ability to drive awareness, leads, and engagement with prospects, to compensate where traditional tactics are falling short.
  • The most popular content formats are case studies, presentations at live events, white papers, online articles and videos.
  • The biggest challenge: producing truly engaging content.
  • The most popular channels to deliver content are website(s), live events, email.
  • The top performance metric for content marketer is leads.
  • Corporate marketing owns content marketing in most organizations and spends an average of 20 percent of budget the on content marketing.

Content Delivery Channel Effectiveness

Photo Credit: B2B Technology Marketing Community

“Now, let’s take a look at the effectiveness of delivery channels used by B2B marketers to get content in front of their target audience (either outbound or inbound). The highest rated content delivery channels are website, live in-person events, and email. Newer channels such as social media and blogs are considered only moderately effective in comparison. This could be a reflection of the difficulty many marketers have in measuring the effectiveness of social media.”

Now Take Action

How does your business respond to these findings, specifically about content delivery channels? Our suggestion would be to sit down and evaluate your business objectives and target audience and which channel(s) you feel will most effectively reach them. However, just because “Live, in-person events” are ranked highly in content delivery does not necessarily mean that is right for your business, or even a feasible means of delivery. You need to evaluate the return on investment (ROI) of these channels, then approach your marketing firm and/or web development firm and build a strategy that will earn your business the most “bang for your buck.”

Evaluation questions are the perfect way to begin reflecting on a new strategy, or revising an old. Does your web site have adequate and effective content? Are you spending too much money on print ads with little ROI? Are you involved in Social Media, and are you devoting the time and effort to be effective and engage your followers? When is the last email newsletter blast you sent out?

As always, contact CrystalVision with any questions or to learn how we can help bolster your content effectiveness.

Source: Holger Shulze, LinkedIn Group

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