B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement - eMarketer
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B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement

eMarketer Report

By: eMarketer

Published: February 05, 2018

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

In 2018, nearly nine in 10 business-to-business (B2B) companies in the US will use digital content marketing, eMarketer estimates. As adoption reaches the saturation threshold, continued growth will require more refined and mature programs.

  • Content has become a pillar of B2B marketing. It can drive leads and enable buyers to self-educate along the path to purchase. In recent years, investment in content marketing has increased as more B2B leadership teams buy in to the programs.
  • However, simply creating content and sharing it without a clear purpose isn’t enough for B2B brands to be successful. They must have a refined and documented strategy to stand out in a very crowded content landscape.
  • Creating quality content that is focused on the audience across all funnel stages is a major goal for B2Bs in 2018. A refined program should include strategic, efficient and innovative content created by a dedicated team.
  • The most successful content should be integrated across all B2B marketing, advertising and sales initiatives. B2B marketers shouldn’t think of content as a separate entity to bring an audience to. Rather, it should be woven through all channels and used by all customer-facing teams, not just marketing.
  • Measurement and attribution are still major challenges for B2Bs as they connect their content marketing programs to revenue. While some brands are building the technology needed to track buyers across content touchpoints, those that don’t will not be able to prove return on investment (ROI).

"eMarketer estimates that 87.0% of US B2B companies will use digital content marketing this year."

Table of Contents

B2B Content Marketing in 2018

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Content Creation Must Be Strategic, Efficient and Innovative

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Content’s Role in the Marketing Mix

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Revenue-Driven Measurement Is Key

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9 charts are included in the full report:

B2B Content Marketing 2018: As Usage Nears Saturation, Still Lots of Room for Improvement

US Companies Using Digital Content Marketing, B2B vs. Total, 2015-2019 (% of total)

B2B Content Marketing in 2018

US Companies Using Digital Content Marketing, B2B vs. Total, 2015-2019 (% of total)

Content that Generates Leads with the Highest Customer Conversion Rate According to B2B Marketers Worldwide, Sep 2017 (% of respondents)

Most Effective Types of Content for Moving Prospects Through the Sales Funnel According to US B2B Marketers, July 2017 (% of respondents)

Types of Digital Forms that Generate Leads with the Highest Customer Conversion Rate According to B2B Marketers Worldwide, Sep 2017 (% of respondents)

Preferred Source of Information When Purchasing Products/Services According to B2B Buyers* in North America, May 2017 (% of respondents)

Investment Is on the Rise

Percentage of Their Annual Marketing Budget Allocated to Content Marketing According to B2B Marketers in Western Europe and the US*, June 2017 (% of respondents)

The Need for Documented Strategies and Mature Programs

Effectiveness of Their Content Marketing Strategy According to B2B Marketers in Western Europe and the US*, June 2017 (% of respondents)

Content’s Role in the Marketing Mix

Most Effective Channels for Driving Traffic to Content According B2B Marketers Worldwide, Aug 2017 (% of respondents)

Primary Media Channel Used by B2B Marketers in Western Europe and the US* to Promote Their Content, June 2017 (% of respondents)