Content marketing has seen widespread adoption in the business-to-business community. With buyers interacting with brands more frequently in the digital sphere, companies are finding that providing users with relevant, intriguing information in various forms and across different channels is key to maintaining their attention.
According to a recent study by the Content Marketing Institute and MarketingProfs, the vast majority – or 93 percent – of B2B marketing professionals said they use content marketing, up from the 91 percent who said the same in a similar study a year ago. As more brands invest in this lead generation and nurturing tool, businesses' confidence in their content marketing strategies is increasing as well.
Content marketing is best carried out with a strategy
"B2B Content Marketing: 2014 Benchmarks, Budgets and Trends – North America" compiles the findings of a survey of 1,217 B2B marketers. According to the report, 42 percent of respondents said their companies' use of content marketing is effective, representing an increase from 36 percent who agreed last year.
The study found that survey participants whose organizations have an official content marketing strategy and a designated person in charge of overseeing it were far more likely to consider their tactics effective than respondents at companies without a set plan or delegated employee to manage content marketing.
B2B companies share a variety of content on multiple platforms
In the digital age, brands are afforded a variety of channels through which they can connect with prospects and customers. Seventy-eight percent of B2B marketers said they're generating more content than a year ago, while the way organizations share information has remained relatively the same in the past year.
According to the report, 87 percent of B2B marketers use social media, with most maintaining profiles and sharing content primarily on LinkedIn, Twitter and Facebook.
Other highly used content marketing tactics are articles published on company websites, which 81 percent of respondents reported utilizing, e-newsletters, cited by 80 percent, and blogs, 76 percent.
Because effective content marketing requires addressing the concerns and interests of clients and prospects, providing a strong variety of information in different formats and on different channels is crucial to penetrating target audiences.