Content creation is the most popular activity for outsourcing, and the majority of B2B brands now use agencies and other third parties for at least one of their content marketing activities, according to a new study by Content Marketing Institute (CMI).
The ‘2020 B2B Benchmarks, Budgets and Trends’ report found that content is being used extensively at the top of the sales funnel and marketers are enjoying success in educating audiences, creating awareness and building credibility.
CMI noted that marketers are able to use content effectively in the awareness phase, but then things get a little trickier further along the cycle, with converting to sales and then strengthening loyalty still an issue.
CMI’s general manager Stephanie Stahl said in a statement that it is important for marketers to retain the attention of visitors and potential customers to drive lasting impressions and create “super fans”.
To achieve these aims, B2B companies may want to look for outside help as 13% of the “top performers” in content marketing still do not have a single internal full-time employee dedicated to the practice.
Outsourcing is now commonplace with many offloading multiple activities, and 84% of respondents said that content creation is the most likely to be handled by expert third parties.
CMI’s chief strategy officer advisor Robert Rose concluded that content marketing should not be thought of as something that is only worth investing in if it creates an opportunity or a lead.
He added that audiences should be treated as customers because this is the way that you can “lean into data acquisition and personalize experiences”.