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B2B content marketing research

Chart of the Week: 86% of B2B marketers have used content marketing to achieve brand awareness goals in the last year

B2B marketers are successfully using content marketing to achieve top-of-the-funnel goals, with 86% saying they have used it to achieve their brand awareness goals in the last 12 months. New research from the Content Marketing Institute (CMI) has revealed that content marketing is helping 79% of marketers to educate their audiences while 75% are successfully using it to build credibility and/or trust. However, fewer marketers are managing to make the most of content marketing when it comes to actions deeper in the funnel. According to the 2020 B2B Benchmarks, Budgets and Trends report, just 63% are managing to use content marketing to build loyalty with existing clients or customers, suggesting they could be missing out on a…

Chart of the week: 98% of B2B marketers now accept that content performance justifies its cost, with the main goal for content marketing being conversion

Content has become a huge part of marketing in general, which has resulted in 98% of B2B brands now recognizing that the performance of content justifies its cost. This is according to a new report from Walker Sands Communications. However, few B2B brands have got everything about their content marketing strategy perfected with marketers reporting that they need to work to improve all aspects of their content within the next year. The biggest area to need improvement is content production, which 83% of B2B marketers are looking to address in the next 12 months. This was followed closely by strategy and ROI tracking, both…

Research into customer expectation and behaviour, quality and delivery method, when it comes to content marketing

B2B customers in the digital age have greater access to information. They are actively researching solutions and providers before engaging with a salesperson. As a result, content marketing is becoming more prevalent and receiving lots of investment. The interest in content marketing, however, has created tough competition and higher customer expectation. How can you make sense of all the trends in the content marketing world and make sure that your strategy will bring in results? [si_guide_block id="5651" title="Content marketing strategy guide" description="Read our 7 steps guide to content marketing for practical advice on how to develop a strategy to deploy content across all your online marketing. Less than half of businesses have a content marketing strategy, so get (and stay) ahead of your competition with our strategies."] Here are seven…

Chart of the Day: A review of the content types that engage B2B audiences

How to best engage audiences is a challenge in all sectors, but particularly in B2B marketing where there are so many potential formats that can be selected as suggested by our content marketing matrix. This new research considers the 5 most popular content types only, but is interesting since it goes beyond reviewing the content that supports B2B buying decisions, but also considers general content consumption by professionals: This chart shows that if you want to engage your audiences, publishing other types of industry content could be popular. Covering industry trends is significantly more popular with content around to approach business challenges less popular, but still worthwhile. This shows the value in creating an digital value proposition as part of your content marketing strategy. As the visual shows you should…