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Study indicates B2B content marketing rarely takes one path

When B2B marketing teams create content, they usually don't plan to distribute it on a single channel. According to a recent industry study, most content marketing strategies employ omnichannel tactics.

A report created by the Direct Marketing Association titled "2015 Response Rate Report" found the majority of marketers use more than one channel to deliver content (1). Only 35 percent of respondents said they used a single distribution channel – most of the businesses in this category relied solely on email marketing.

Sixty five percent of B2B marketers reported they designed marketing campaigns based around two or more channels, and 44 percent incorporated three or more. Channels included email, online display, paid search, direct mail, phone and mobile. Email marketing was the most popular, with 83 percent of respondents claiming they utilized the channel in the past year.

Mobile marketing was the channel that the least amount of companies currently use, but it showed promise for growth. Seventy three percent of the marketing professionals said they would like to increase mobile focus in the future.

Smart Insights detailed the advantages omnichannel marketing has for B2B companies (2). Providing content on multiple platforms allows businesses to appeal to wider audiences. Different channels also provide potential customers with more opportunities for education on their inbound marketing journey.

Incorporating channels like social media into an integrated marketing campaign provides companies with more details about customers, if they know where to look. People interact with different channels in unique ways. Using more than one marketing medium provides unique insight into viewer behavior if a company has tools to measure click rate, page views and other important metrics.

When a company plans an integrated marketing campaign, it must create unique content for each channel. Business 2 Community said content style should always match delivery vehicle (3). Audiences seek certain channels for dry facts and visit others for a more personal experience.

1. Data-Driven Marketers Diversify Across Channels
2. Omni-channel B2B marketing
3. 3 Guidelines To Create Content That Targets Your Core Audience

Sheila Kloefkorn

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.