Twitter has been rated as the best social media platform for B2B marketers, according to a new content marketing report published by Pulp Strategy. Twitter received a 47 per cent marketer acceptance rating in the B2B sector, which placed it ahead of rivals such as Facebook and Instagram.
The Future of Content 2017 – Chartbusters in Content Marketing Report aimed to uncover the latest trends among marketers on social media, and there were several interesting stats for brands to take note of. While Twitter leads the way overall, 75 per cent of marketers said that they prefer using Instagram for sharing creative video and breath-taking stills.
Visual content is particularly effective at driving engagement with consumers on social, as marketers revealed that images accounted for more than half of their overall engagement. Surprisingly, video was responsible for just 12 per cent, which suggests that the immediacy of photos and infographics are valued highly by users eager to consume more content from their favoured brands and influencers.
Twitter garnered a higher rating than its rivals (63 per cent) regarding brand approval, but Facebook wasn’t too far behind with 56 per cent. The overall consensus appears to be that each of the major players in the social sphere is generally of great use for brands for achieving their marketing goals and objectives.
“While it is already hailed as the king of marketing, content continues to gain more prominence and has become one of the major influencers in the overall customer decision-making process,” Pulp Strategy Founder and Managing Director Ambika Sharma said in a statement.
She added: “Today, marketers can experiment with a range of content types, marketing channels and strategies to generate quantifiable results for their business. The Content Marketing Report 2017 discloses some very insightful aspects of marketing which will help marketers and businesses in positioning themselves more optimally.”
In a separate report from eMarketer, B2B marketers noted that a lack of “digital maturity” is currently a major challenge for them as they attempt to leverage content to drive growth and achieve success. Executive managers and leaders said that an inability to understand digital trends and their impact, a lack of strategic direction and a resistance to change is holding them back.