B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time - eMarketer
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B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time

eMarketer Report

By: eMarketer

Published: January 11, 2016

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

Executive Summary

The volume of content flowing out of business-to-business (B2B) companies continues to grow, as more B2B marketers come to view content marketing as an effective tactic. Until recently, lead generation was the major goal and determinant of success, as marketers struggled to prove the more gradual benefits that arise after a potential buyer’s incubation period. The current environment tells a different story.

  • B2B marketers who consider the long-term payoff of content marketing upfront are seeing greater return on investment (ROI) over time. Understanding that the buyer journey is a long one, these marketers are taking the flywheel approach to content marketing.
  • Spinning the flywheel means, first of all, making the effort to dedicate resources to the program and researching the target audience—all before creating a single piece of content.
  • Effective content marketing strategies must incorporate a continual process of content creation, dissemination and optimization.
  • Content marketing requires a fairly frequent and sustained effort. The goal should be to create a growing content library with assets tailored to different buyers at different parts of the decision-making process. These marketers must work to create new content and repurpose existing pieces to feed the already spinning content marketing engine.
  • As the flywheel continues to turn, momentum allows for compounding returns and B2B marketers often begin to own their audience, instead of renting it, thus maximizing cost-effectiveness over time.

"Content marketing was deemed the most effective marketing tactic by a group of B2B marketers surveyed in North America, receiving a rating of 7.8 out of 10, according to a study from Izea."

Table of Contents

The Evolving B2B Content Marketing Landscape

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Getting Ready to Produce Content That Delivers

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Laying the Groundwork for Maximum Return

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The Cost-Effective Flywheel

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9 charts are included in the full report:

B2B Content Marketing in the US: Maximizing ROI and Cost-Effectiveness over Time

Marketing Tactic Effectiveness According to B2B Marketers in North America, by Tactic, Aug 2015 (index*)

The Evolving B2B Content Marketing Landscape

Expected Change in Amount of Content Created in 2016 According to B2B Marketers in North America (% of respondents)

Percent of Marketing Budget Allocated to Content Marketing According to B2B Marketing Executives Worldwide, Jan 2015 (% of respondents)

Nurturing Leads: Thinking Long-Term

Content Marketing Performance Metrics Used by B2B Marketing Professionals Worldwide, 2014 & 2015 (% of respondents)

Number of Assets Consumed by US B2B Technology Decision-Makers Before Making a Purchase, Oct 2014 (% of respondents)

Getting Ready to Produce Content That Delivers

Most Inefficient Areas of Their Content Marketing Efforts According to US B2B Marketers, April 2015 (% of respondents)

Laying the Groundwork for Maximum Return

Activities Conducted by Their Company to Better Understand Their Buying Audience's Content Creation Needs According to US B2B Marketers, Aug 2015 (% of respondents)

Creation, Dissemination and Optimization

Content Types that Are Effective According to B2B Marketing Executives Worldwide, by Stage of the Buying Cycle, Jan 2015 (% of respondents)

Number of Different Marketing Tactics* Used to Deliver Content According to US B2B Enterprise Marketers, Aug 2015 (% of respondents)