Almost two-thirds of B2B marketers believe that their content strategies have improved during the last 12 months, and nine out of ten marketers are now creating and distributing valuable content to drive profitable customer action, a new benchmark from Content Marketing Institute and MarketingProfs shows.
B2B Content Marketing 2017: Benchmarks, Budgets and Trends — North America is the latest study to look at the growing use of content to broaden reach and engage end-users. It found that while improvements are being made across the board, only 29 per cent believe that their current content strategy is “mature” or “sophisticated.”
The vast majority are pleased with their marketing efforts though, as 75 per cent either rate their campaigns as moderately successful or very and extremely successful. Just three per cent claim that they are not seeing just rewards for their endeavours, and an impressive 62 per cent believe that they have made great strides in their strategies during the last year.
High-quality content creation
When taking a closer look at the factors that marketers attribute to their success with content, 85 per cent say that they are now able to create higher-quality and more efficient articles, blog posts and videos, while 72 per cent claim that adjusting or developing their strategy has paid dividends. A further 53 per cent also say that a culture focussed on content marketing within the organisation has been beneficial.
Lining up with other recent reports, 52 per cent of marketers believe that blogs will be crucial to content marketing success during 2017, which makes them the most popular content type ahead of email newsletters (40 per cent), social media content (40 per cent), eBooks and white papers (38 per cent) and video (30 per cent).
The report notes: “I think we are seeing people feel more successful because they are continually improving their approach to content marketing. Our data shows that the top two reasons people are feeling more successful are because they are creating higher-quality content more efficiently and developing better strategies.
“In fact, another question dug into strategies, and we found that 70% of marketers think their content marketing strategy is much more or somewhat more effective than a year ago. That’s definitely a huge factor of success.”