Content Marketing conquers B2B companies
The marketing departments of B2B companies are spending more, putting more strategies into practice and distributing their content to more media, platforms and social networks than ever before, all according to the latest study on content marketing MarketingProfs just published and the Content Marketing Institute.
However, in spite of the special and growing interest in launching Content Marketing strategies, the study reveals that companies show certain doubts about the effective use of some of the channels and social media. In addition, companies consider that events with personal encounters are the most effective, followed by case studies, webinars / webcasts, blogs and videos, while social networks are far below, and their effectiveness is valued only for 49% of the companies surveyed.
Among other elements, the study “B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends-North America” yields the following results:
- On average, B2B marketing departments are spending about 33% of their content marketing budgets, up 26% from last year. And in the same line, 54% expect to continue to increase this concept in the next year. Only 2% expect to see a reduction.
- All the tactics used are being more frequently than in the last year, with analysis, videos and mobile content at the top of growth.
- On average, B2B business marketing departments are using five social distribution channels, with LinkedIn as the most popular, versus Twitter that was the most popular two years ago. Social media is at the head, being used by 87% of companies.
The main challenge for marketing departments of B2B companies is to count on the amount of good content (29%) surpassing this year to the concern that the content is sufficiently attractive (18%).
The lack of budget remains the biggest concern for 14% of respondents. It is interesting to see that this element has been reduced by 23 percentage points compared to the previous year, shows that the management of the company is supporting this type of initiatives.