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The State of B2B Content Marketing

The State of B2B CONTENT MARKETING Content marketing has become a top priority for companies in 2013. But what exactly does that mean? Is it driving significant results or is it just the latest fad? What tactics work best? How do brands measure success for these campaigns? Check out the following facts and figures. A DOMINATING TREND 91% of B2B marketers use content marketing (1) More than two-thirds of CMOS plan 68% to increase their content marketing budget in 2013. (3) IT'S ALL ABOUT LEADS B2B marketers are using content marketing tactics to affect the top of the sales funnel. Content marketing objectives by program (% of respondents) Engage customers / prospects 82% Drive sales 55% Educate the market 44% Build thought leadership 3% Increase web traffic 43% SEO 19% Stay up-to-date with competitors 2% (2) TOP TACTICS AND KPIS Content marketing is all about creating great content and effectively sharing it. Here are the top tactics: Social Media 87% Articles on Your Website 83% eNewsletters 78% Blogs 77% Case Studies 71% Videos 70% Articles on Other Sites 70% In-Person Events 69% Whitepapers 61% Webinars 59% (1) Creators vs. Curators: The majority of marketers create content from scratch, as opposed to repurposing or reposting third party pieces 94% (4) When it comes to KPIS, content marketers measure success by looking mainly at top of the funnel metrics, including quality of leads and web traffic. Top 10 Measurement Criterias Among B2B Content Marketers 1. Web Traffic 2. Sales Lead Quality 3. Social Media Sharing 4. Sales Lead Quantity 5. Direct Sales 6. Customer Feedback 7. SEO Ranking 8. Time Spent on Website 9. Inbound Links 10. Company Awareness (1) LEARN TO SHARE (B2B) buyers are online, in social channels, on YouTube, going to events, and evaluating options on mobile devices. Understanding the customer journey across these touchpoints is essential to the success of any marketing program. Forrester Research Social media networks used by B2B marketers (% of respondents) LinkedIn Twitter Facebook Youtube Google+ 80% 39% 83% 61% 80% (1) Young social platforms such as Pinterest, Instagram, Foursquare and Tumblr are growing fast. However, they still don't reach important levels of preference. (1) created and sponsored by Aüberflip Sources 1) cmi-121023151728-phpapp01-1.pdf 2) on-Content/1009790 3) -Content-Marketing 4)

The State of B2B Content Marketing

shared by uberflip on Apr 18
With 91% of B2B companies doing it, content marketing has quickly become one of the most popular mediums for marketers. Uberflip’s latest infographic, The State of B2B Content Marketing, explores ho...




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