Online articles and blogs will be the most popular content format for B2B tech companies aiming to drive both brand and product awareness in 2019, according to a new study published this week by Spiceworks.
The “State of IT Marketing” report found that around 80% of B2B enterprises expect marketing budgets to remain steady or increase this year, with a desire for customer expansion and an uptick in company revenue behind the impressive growth in investment.
External agencies are also set to play a bigger role in marketing as 32% plan on increasing their budget allocation for third parties in 2019. When broken down further, agencies will take up a fifth of budgets and “creative partners” lead the way as 30% will invest in this area as the pivot to high-quality, engaging content continues.
The study showed that B2B tech brands are using a variety of content formats to support positive business actions, but blogs and articles are the most popular overall for improving brand awareness and product awareness. Those looking to educate are also keen on creating more infographics, case studies and whitepapers.
StorageCraft executive Aditi Karandikar said: “We’re living in an era when information is ubiquitous, and customers are moving further and further along the purchase path before ever engaging a brand. These changing behaviors are forcing businesses to recognize that we have to reach technology buyers at every phase of the purchase journey, wherever they are, and with the content and information they need to be successful.”
