We always thought that having a documented content strategy would improve content marketing effectiveness, but we now know what a difference it makes.
This year’s B2B content report compares findings with years past, looking at differences between marketers who rate themselves as most and least effective. A documented strategy makes a difference, as 84 percent of marketers who say they are ineffective at content marketing said they have no documented strategy. Not only is the adoption of content marketing on the rise (93 percent of marketers use content marketing this year compared to 91 percent last year), but 42 percent of B2B marketers consider themselves effective at content marketing, up from 36 percent last year.
B2B marketers are using all social media platforms to distribute content more frequently than they did last year.
The social media platforms that have experienced the biggest surges in use, year over year, are SlideShare (40 percent vs. Each year we ask marketers to rate the effectiveness of traditional tactics, but this year we also asked them to rate the effectiveness of social media platforms. Fifty-eight percent of B2B marketers plan to increase their content marketing budget over the next 12 months, up from 54 percent last year. What are the primary goals for content marketing — and what are marketers doing to measure success?
Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! It kills me that so many companies seem so disinclined to draw out the people who make their companies succeed. Some orgs fear that these rising stars will be recruited away, but I think that’s silly. I was struck that there was even a question regarding whether a company had a strategy to guide content marketing efforts. The other keys, of course, are conducting original research and providing original content.
It’s interesting to see that 62% of B2B marketers believe that Linkedin is effective. Hi Zach…the survey is specific to how non-paid content performs on LinkedIn, and sharing related to that! I think the problem is that businesses know they need social media and then just jump straight into Facebook because it has the most users, forgetting that the audience may not be receptive to their offering. As the post mentions, the samples of our surveys are different, which is a key reason we are seeing variances.
Even within our own data, we see variances based on segment we are analyzing, including geographies, company size and industry. In short, I never think any stat should be taken at face value, but I prefer to look at trends across multiple surveys, with a consideration to the demographics of respondents and sample size. Hi Joe, very interesting article, especially the chart on how confidence in social media for B2B compares to actual results.
Regarding tactics, Online Presentations showed up on the 2014 report but not the 2013 report (and quite high on the 2014 report).
This was not a tactic we had not asked about in the past, so it’s the first time we were able to see how many people are using these. Companies must see their clients and create user segments that target their most highly esteemed clients and chances. The not thick skin or coating makes it clear the punishment inflicted upon Eric Lomax is nothing but an act of aggravated misdemeanor, and you jizz from that grant comes an singular dependence between two former enemies that only a not thick skin or coating based on a veritable inventory can free. With this growth, it is more important than ever to create content that breaks through the clutter and stands out. While effective content marketers are obviously producing a large amount of new content, something can still be said for producing high-quality content. This is really interesting when you compare it to the chart above—organizational goals for content marketing. I believe this solution comes with greater alignment between organizational goals and metrics used to track success. A weekly digest of all you need to know about the most important industry trends, strategies, and ideas to ignite your digital marketing. This free B2B marketing plan template is an easy to use tool  designed to help you plan your marketing activities by objective. Get StartedBrainrider can help you get better results with a B2B Website update, best practice marketing planning & execution, or a Pardot marketing automation implementation. The marketing message in business to business content marketing has a different focus from business to consumer. First drive qualified visitors to your test page, make sure ad copy and key page message match, then use smart tests to improve results. 94% of respondents felt the voice of their customers was most effective in convincing prospects to buy. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.

Welcome to the Marketo Blog!Be sure to sign up to receive updates on the latest trends, best practices, and strategies to turn your marketing into revenue. While many B2C connections are made during this month, B2B marketing professionals are challenged to get their content noticed, since the bottom line is their target audience doesn’t have the time, bandwidth or desire to pay attention.
Here are five suggestions to create break through information to get your marketing content read and used. To maximize the utility of this marketing, create evergreen content that can be used on a regular basis. When creating marketing content for the holidays, don’t forget the following five elements. Even though your prospects and customers are busy with the holidays, knowing how they spend their time can help you to develop targeted content marketing that gets their attention.
Maria specializes in Inbound Marketing for Marketo, leading efforts in adoption of social media channels for brand awareness and demand generation. B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66 percent vs. The use of all tactics has remained fairly consistent, with one standout: Infographics have seen a considerable increase, from 38 percent last year to 51 percent this year. Similar to what we’ve seen with traditional tactics, there is uncertainty in terms of effectiveness.
Seventy-three percent of B2B marketers said they are producing more content now compared to one year ago.
Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Balancing quantity with quality is doable, and organizations will need to 1) look at ways to integrate their subject matter experts into their content, 2) provide new perspectives and advance thought leadership on subjects instead of restating or regurgitating, and 3) aggregate all of these content assets in a way that aids discovery, as well as visibility.
Thankfully we are a supportive community of professionals committed to helping each other learn and grow. Their experts have been tapped for opportunities only when someone from the outside happens to know them. First, by allowing experts to help create content and speak at events, you are providing them professional development which will make them happier. I can’t imagine anyone executing a marketing plan or set of tactics, ANY tactics, without a strategy to guide and focus the effort. As our team has worked with businesses in the US and Europe, we’ve also seen that the lack of a content plan is a huge issue. Yes, I had a hand in the original work, but the Content Marketing Blueprint is much more than my work. Those cost much more time and energy but it’s pretty much universal that the blogs which produce a reliable stream of original, helpful, insightful and engaging content do the most good. It is time to get really specific as possible and identify the network you want to focus.Great job! I’m not surprised to see that Facebook is ineffective in a large percentage of B2B business.
I think LinkedIn will continue to grow as businesses prove the return they are getting from the platform. As is fully disclosed, the key respondents from our surveys come from Content Marketing Institute and MarketingProfs, as well as other distribution partners. As the groups we have surveyed have remained consistent, it is interesting how our key audience’s usage of content marketing has been changing (this is the 4th year for the B2B survey). I’m going to share both surveys with some experienced journalists I know and see what they think. Facebook is a big bone of contention with myself and customers and it is interesting to see the survey reflects my experience.
We added online presentations as a tactic this year we this was something suggested by several people. The report is full of statistics and trends in content marketing, but here are some key takeaways for content marketers when it comes to building a cohesive customer journey. Document your content marketing strategy.Only 35% of content marketers have a documented content marketing strategy. Quality still trumps quantity.42% of content marketers say they publish new content daily or multiple times per week. Brand awareness, lead generation, and engagement remain the top content marketing goals for marketers.84% of marketers say "brand awareness" is the most important goal, and lead generation came in second at 83%. This goes right along with Jay Baer's Youtility concept and using your content to create customer evangelists.
Website traffic, though, continues to be the most-used metric to assess content marketing success.Over 60% of marketers cite website traffic as their most important content marketing metric.
Organizational goals do not align very well with the top metrics content marketers are using to assess their success. Only 21% of marketers are successful at tracking the ROI of their content marketing program.This means the majority of content marketers are not successfully tracking ROI.

The workbook includes: prioritizing your marketing objectives, identifying program gaps and opportunities, new programs pick-list and an marketing budget planning worksheet. We connect all the dots in your marketing cycle from prospecting online, to gathering leads and nurturing them into new clients and customers.
Research shows we spend more time socializing and shopping in December at the expense of exercising. Also, use this opportunity to test new ways to extend your content offering, like how-tos and patterns that provide other entryways to your website.
While this sounds like a no brainer, it’s important to adapt your branding so that it’s appropriate to the content.
Remember customers may not take any action if you don’t ask them to do anything, especially in this harried time of year. Once you’ve created useful information, don’t stop there: It’s important to maximize your content’s effectiveness with branding, search optimization, call-to-action, social sharing and unique promotional codes. When you subscribe to our email updates, you understand and agree that Marketo will send you email invites and updates, ranging from events, webinars, new content, and more, based on your settings. Now, companies are starting to get it that they will actually benefit from showcasing these people. Second, if you have star employees who leave and go on to be stars, they will still likely promote your brand if you remain on good terms and provided them opportunities for growth. To see that roughly half those surveyed did NOT have a documented strategy in place made me wonder, and worry, about the state of our profession. I’ve always found this makes for the most effective and efficient marketing plans and programs.
There’s a growing community of 25 really bright marketers from different organizations all over the world who have contributed to the content, training material and templates that are in the CMB. Is it ok if I use some of your findings on my new website link friends as I think it will be really useful for my members to see some of it. Need one help can you be bit more specific that what kind of platforms can work well for a big brand in banking industry. While you are talking about present and future of digital marketing, German companies are still struggeling in the past. 60% of those who have a documented strategy, though, say their content marketing is highly effective. 31% of "effective marketers," though, publish new content multiple times per week and 32% of marketers with a documented content marketing strategy publish new content multiple times per week. Only 35% of marketers with a documented content marketing strategy are even successful at tracking ROI. A business to business transaction is based on service quality and confidence in the service via brand messaging and reputation. There are no standard ways to measure cost (sometimes it's free) and no direct tie to return.
With these tips in mind, you will be well on your way to breaking through the “holiday barrier” with content marketing.
It builds brand awareness while also providing depth to the organization and makes content more interesting. Third, the company can’t control what that employee might do, but they sure can control the benefit they will receive by engaging their employees as experts and sharing this expertise with customers and prospects.
In essence, it’s a jumping out point so we can further our mission of advancing the practice of content marketing. Only 32% of those with a verbal content marketing strategy would say their content is highly effective.
Implement a process to measure actionable metrics that can demonstrate cause and effect relationships.
Find posts offering small business content marketing examples and b2b content marketing strategy. Content marketers should instead focus on sales velocity and lead quality as measures of content effectiveness.
Take a look at other differences between companies with a well-documented content marketing strategy and those without. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. - LinkedIn tops the list of the most effective social media platforms for distributing content and engaging with prospects. The middle of your funnel is your brand qualifying content (a company brochure, branded webinar etc). It’s designed to introduce your brand and when a prospect takes your branded offer, they are giving permission to start selling. Content in the bottom of your funnel should be designed to promote your value and overcome objections.

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