The fifth annual content marketing study, conducted by Marketing Profs and the Content Marketing Institute, indicates the top issue of B2B marketers is "creating engaging content." The second and third issues, respectively, are "producing content consistently" and "measuring content effectiveness."
The study also found that B2B marketers who have a documented content marketing strategy are eight times more likely to rate themselves as being effective content marketers than those marketers who do not have a strategy. Only 35 percent of B2B marketers say they have a documented content marketing strategy, while 48 percent say they do have a strategy, but it is not documented.
Content marketing is very popular with B2B marketers. Almost three quarters (70 percent) of B2B marketers say they are creating more content than they did one year ago. Infographics showed the greatest increase in usage as a form of content. The social media platform used most often by B2B marketers to distribute content is LinkedIn, and the paid method used most often to promote/distribute content is search engine marketing.
Still, B2B marketers struggle with measuring the effectiveness of content marketing -- just 21 percent say they are successfully tracking the ROI of content marketing.
Content marketing is a key component of today's B2B media mix. Read more about the use of such media in the new 123 eGuide, B2B Marketing 123. It presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in.