Content Marketing Valuable for B2B Marketers Who Document Strategy - eMarketer
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Content Marketing Valuable for B2B Marketers Who Document Strategy

B2Bs split on effectiveness

October 8, 2015 | Advertising & Marketing | B2B

Content marketing has been playing a significant role for B2B marketers, but some still struggle to understand what makes an effective and successful program.

B2B Marketers in North America Who Use Content Marketing, 2013-2015 (% of respondents)

An August 2015 Content Marketing Institute (CMI) and Marketing Profs survey, sponsored by Brightcove, found that 88% of B2B marketers use content marketing.

The survey also found that while almost a third of B2B marketers said their use of content marketing is effective, 36% had opposing views. Forty-four percent of respondents remained neutral.

The lack of effectiveness may be due to B2B marketers not documenting their content strategy. Almost half of respondents said they had a content marketing strategy, but it was not documented and 20% either had no documented strategy or were unsure. Nonetheless, 76% of B2B marketers said they expect to produce more content in 2016 compared to 2015, demonstrating that while clarity around content marketing may be lacking, marketers are still aware of its value and are continuing to leverage it.

Usage vs. Effectiveness* of Select Social Media Sites/Apps for Distributing Content According to B2B Marketers in North America, Aug 2015 (% of respondents)

When it comes to marketing tactics, B2B organizations use a variety of different ones to drive desired results. Social media content, excluding blogs, is the most used tactic. Among the select social media sites and apps used to distribute content, 94% of B2B marketers said they used LinkedIn. The business-oriented social network service also ranked highest in terms of effectiveness. Facebook and Twitter rounded out the top three.

At present, B2B marketers believe that content marketing is the most important technology, and will likely continue to be in the next 12 to 18 months. But, as the CMI and Marketing Profs survey pointed out, documenting a content marketing strategy will lead to a more effective one.

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