The Contentious State of B2B Content Marketing [Infographic]

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Posted: December 11, 2012 | B2B Marketing, Infographic

Our friends over at MarketingProfs and the Content Marketing Institute recently released The State of B2B Content Marketing in North America. It’s a fascinating report revealing insights into how B2B marketers are using content marketing techniques and the biggest challenges they face.

The results reveal that B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in the past. Another standout from the survey found that 90% of respondents are doing some form of content marketing, but are not necessarily doing it correctly.

The following infographic provides a visual interpretation of the most revealing stats from the report. It clearly shows us that content marketing is not a fad and will continue to be a driving force for marketers, while at the same time indicating that the majority are still struggling to find a process that works for them and are having trouble garnering buy in from the C-suites.

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  • Jody

    Interesting Post…Good to keep an eye on the trends…Thanks !!!

  • http://twitter.com/B2BAutomoton Marketing Automoton

    It would be interesting to see what tools different sized companies are using to track ROI on their content marketing. I find it interesting that mid-size companies are spending less on it. Is it because there is evidence in the metrics they employ that tell them it’s not really worthwhile or the bigger question, does the size of the company really matter when it comes to content marketing?

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  • http://www.facebook.com/manisha.arora.75873 Manisha Arora

    Intresting observation about mid-sized companies. I think it’s because they are at a stage where marketing starts to become a significant line item impacting the bottom line growth in the balance sheet. So, the focus of marketing starts to shift from creating awareness to reaching a larger universe of prospects.
    What I find amazing and an area for some disruptive technology solution is the lack of Pinterest, instagram for B2B.

  • http://twitter.com/JasonMillerCA Jason Miller

    Interesting interpretation Maureen. But I clearly disagree with your assessment. Those who have found a process for creating content and are using it effectively in their overall marketing strategy are the driving force. I tend to think of a “fad” as the flavor of the month and I believe content marketing has passed that test. The fact that companies are increasing their budgets to focus more on content in 2013 is a clear indicator in my book.

  • http://twitter.com/JasonMillerCA Jason Miller

    Interesting interpretation Maureen. But I clearly disagree with your assessment. Those who have found a process for creating content and are using it effectively in their overall marketing strategy are the driving force. I tend to think of a “fad” as the flavor of the month and I believe content marketing has passed that test. The fact that companies are increasing their budgets to focus more on content in 2013 is a clear indicator in my book.

  • http://twitter.com/JasonMillerCA Jason Miller

    Hi Patrick, these are highlights from a survey. You can find the full report that answers all of your questions here: http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/

  • http://twitter.com/JasonMillerCA Jason Miller

    Thanks for the heads up Rick, will take a look at that.

  • http://twitter.com/JasonMillerCA Jason Miller

    Hi Patrick, these are highlights from a survey. You can find the full report that answers all of your questions here: http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/

  • http://twitter.com/JasonMillerCA Jason Miller

    Thanks for the heads up Rick, will take a look at that.

  • http://twitter.com/JasonMillerCA Jason Miller

    Thanks for the comment Margaret, glad you found it useful.

  • http://twitter.com/JasonMillerCA Jason Miller

    Thanks for the comment Margaret, glad you found it useful.

  • http://twitter.com/JasonMillerCA Jason Miller

    That would be interesting. I think it’s all about resources and bandwidth. We spend a lot of time producing content, but we value quality of quantity in this case. Thanks for the comment.

  • http://twitter.com/JasonMillerCA Jason Miller

    That would be interesting. I think it’s all about resources and bandwidth. We spend a lot of time producing content, but we value quality of quantity in this case. Thanks for the comment.

  • http://twitter.com/JasonMillerCA Jason Miller

    I think the budget is higher because it’s how a smaller company can compete more effectively with much larger companies. As for KPI’s if you set your goals for each piece of content in advance, use both inbound and outbound strategies, then effectively measure with a marketing automation tool, you will have no question as to what the ROI of your content is. Thanks for the comment.

  • http://twitter.com/JasonMillerCA Jason Miller

    I think the budget is higher because it’s how a smaller company can compete more effectively with much larger companies. As for KPI’s if you set your goals for each piece of content in advance, use both inbound and outbound strategies, then effectively measure with a marketing automation tool, you will have no question as to what the ROI of your content is. Thanks for the comment.

  • http://twitter.com/JasonMillerCA Jason Miller

    Dangerous indeed. Not understanding technology is a terrible way to move forward in this day and age. Thanks for the comment.

  • http://twitter.com/JasonMillerCA Jason Miller

    Dangerous indeed. Not understanding technology is a terrible way to move forward in this day and age. Thanks for the comment.

  • http://www.icstars.org/blog/elannert Eric Lannert

    agreed. getting content development process up and going is the first big hurdle – for most organizations, that can take 3-12 months to get right. its also impossible to talk engagement/conversion/roi/integration until you have a sufficient audience as a result of adequate content dev – its a simple progression, but not obvious 1 content, -> 2audience->engagement. nothing else matters until that is working and the participants are enjoying it. if it wasn’t fun to create, the content won’t work. i wish email was included on the research. we still see email marketing as the strongest channel for most clients.

  • Julian Bradder

    I would have to agree with Jason. Content marketing is certainly delivering results and is being used for obectives beyond that of sales – rebuilding of trust within the FS inudustry for example. Across virtually all sectors, we are seeing an increase in spending on content, whilst Google’s new algorithm is now engineer to favour those who produce good quality content. After all said is done, the alternatives are gaming the system, or now outdated analog world activities to which consumers have become highly resistant. Buyers are doing their research online, between 60-90% of the purchase now being completed online.

Jason Miller is Senior Manager of Content Marketing at LinkedIn. Previously, Jason was Senior Manager of Social Media at Marketo and focused on optimizing social for lead generation and driving revenue. He is a regular contributor to leading marketing blogs such as Social Media Examiner, Social Media Today, and Marketing Profs.

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