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B2B Content Marketing Remains Popular and Effective

Content marketing continues to be increasingly popular among business to business (B2B) marketers, a recent study reveals. And while online tactics are definitely valuable, it might be surprising to learn that in-person events seem to be most effective.

In the article, B2B Content Marketing Trends: More Tactics, More Money, More Content, the team at Marketing Charts share some findings from their recent annual study of B2B marketing in North America. The study, conducted with the Content Marketing Institute, found that marketers are embracing content marketing more than ever and expanding the tools and tactics they use in this area.

The study found that 93% of respondents now using content marketing (up from 91% last year) and 42% finding their efforts effective (up from 36%).

Most effective tactics

Continuing a trend from the past few years, B2B content marketers said in-person events are their most effective tactic, with 70% believing them to be effective. In second place: case studies. Videos moved up the list this year and are now tied in third place with webinars and webcasts. Blogs are also a popular tactic, especially with the most effective marketers.

More social platforms

Marketers continue to broaden their focus on social marketing, using an average of six social media platforms. LinkedIn is the most popular social media platform for distributing content, followed by Twitter, Facebook and YouTube. Relative newcomer Google+ is steadily climbing the ranks in popularity, as is Instagram.

Content marketing challenges

The majority of B2B marketers are creating more content, and spending more money in this area. However, they are finding it challenging to devote enough time to content marketing as they would like. In addition, they say it’s tough to produce enough content, especially content that proves to be engaging.

Other findings:

  • 4% of respondents said they have a documented content strategy, and 73% have someone who oversees their strategy.
  • While brand awareness (82%) remains the top content marketing goal ahead of lead generation (74%), the latter is the top choice among the most-effective B2B content marketers.
  • Web traffic (63%) remains the most common success metric, followed by sales lead quality (54%), social media sharing (50%), sales lead quantity (48%) and SEO ranking (44%).

To find out how we can help with your content marketing campaigns, check out our content marketing resources.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.