Content creation and distribution

[subornaakter20]

Social media content remains the top Content Marketing tactic (92%).

Other tactics widely used by B2B marketers include:

Newsletters (83%)
Articles (81%)
blogs (80%)
Events (77%)
Case studies (77%)
It is worth highlighting the rise of video as a Content Marketing tactic for B2B companies (70% in 2013, 73% in 2014 and 76% in 2015).

[Tweet “42% publish content daily or several times a week #ContentMarketing”]

Another fact reflected in the report is the drastic increase in the use of infographics as a Content Marketing tactic (from 51% in 2014 to 62% in 2015).

When talking about the effectiveness of loadrunner protocol list Content Marketing tactics in B2B companies, the following stand out:

In-person events (69%)
Webinars (64%)
Videos (60%)
Blogs (60%)
Effectiveness percentage of Content Marketing strategies in B2B companies

When distributing or promoting content, marketers use an average of six social media platforms to distribute content. The most popular ones include:

LinkedIn (94%)
Twitter (88%)
Facebook (84%).
When evaluating the effectiveness of these distribution platforms:

LinkedIn (63%) and
Twitter (55%)
YouTube (48%).
[Tweet “LinkedIn, the favorite of B2B marketers (and the most effective) for distributing content”]

It is worth highlighting the rapid growth of Google+ as a distribution platform among B2B companies (39% in 2013, 55% in 2014 and 64% in 2015).

Of course, not all forms of distribution need to be free. In fact, 80% of marketers use at least one form of paid advertising :

Using paid advertising to promote content in B2B companies

The most effective B2B organizations, as well as those with a documented strategy, use all of these forms of paid advertising , and more frequently.

Search engine marketing (SEM) is the paid promotion method that B2B marketers not only use most frequently, but also find most effective.

Although the percentage of marketers using “new” paid methods is not very high, 36% of those who use them claim their effectiveness, contrary to more traditional forms, such as offline promotion (30%) and banners (26%).



Budgets and expenses
[Tweet “On average, 28% of the marketing budget is allocated to #ContentMarketing”]

There is a correlation between effectiveness and the amount of budget invested in content marketing. On average, the most effective marketers spend 37%, while the least effective spend 16%.

55% of B2B marketers plan to increase their budget for Content Marketing within the next 12 months, making it another of the Content Marketing Challenges for B2B Companies.

Challenges and initiatives
The biggest challenges that B2B marketers face when it comes to Content Marketing are:

Main Content Marketing challenges in B2B companies

Producing engaging content has been another Content Marketing challenge for marketers over the past 5 years. This year there has been a huge increase in measuring content effectiveness (from 33% to 49%)

In addition to finding trained Content Marketing professionals (from 10% to 32%).

What are you currently working on?
On average, marketers are currently working on 13 initiatives . The main ones are:

Create more engaging and higher quality content (69%)
Better convert site visits (63%)
Finding more and better ways to repurpose content (63%)
Better understand the audience (63%)
They also plan to work on 8 more within the next 12 months . The most notable are:

Measuring the ROI of Content Marketing (36%)
Better understand what content is effective, and what is not (31%)
Produce a greater variety of content (28%)
When asked what aspect of Content Marketing they would like to learn more about, the most frequently mentioned areas were related to measurement, goal achievement/tracking/demonstrating ROI, and marketing automation .

In conclusion, a documented and measurable strategy will be one of the challenges of Content Marketing for B2B companies that want to invest in content marketing.