The Content Marketing Institute just published their always insightful yearly B2B content marketing research and the new findings are encouraging! Below, I’ve included seven of the most interesting and relevant insights for B2B companies that are using or considering content marketing.
Let’s dig in!
89% of B2B marketers will use content marketing in 2017. This is up from 88% last year and 86% in 2015. Content is the cornerstone of all online marketing. This number is going to increase every year.
Why? Your customers are online, searching for you and talking about you whether you’re there to help them not. If you don’t help them through educational marketing, someone else will.
62% of the companies surveyed are much more or somewhat more successful with content marketing than they were one year ago. If you look at the chart below, only 10% of companies say they were less successful than a year ago.
If you look at the chart below, 85% of companies attribute their increased success to higher-quality and more efficient content creation. As you go line by line, almost all of these factors have to do with making content marketing a priority by focusing time on the strategy and production of high-quality content.
The most successful companies are crystal clear on what an effective for successful content marketing program looks like. In this study, 81% of the most successful companies were clear on this, compared to 41% of all respondents and 14% of the lowest performing companies. Are you clear on what your content marketing looks like?
52% of the respondents said blogs will be the most critical tactic to their success in 2017, followed by email newsletters and social media content. I was excited to see this statistic because this is one of our core beliefs at Fluxe.
B2B organizations listed lead generation, brand awareness, and engagement as their top three goals for 2017. I thought it was interesting that engagement was in the top three because often it is so vaguely defined.
According to CMI, 42% of B2B marketers say that website traffic is the metric that provides truly measurable results of content marketing efforts. This surprised us as well; most companies are not measuring success beyond website traffic.
What do you think? Did any stats surprise you? Let us know in the comments!
Joel Widmer is the Founder & CEO of Fluxe Digital Marketing—a content marketing shop that helps smart businesses create, produce and promote their content through a unique one-on-one interview process. When he’s not working, Joel can be found trying new restaurants with his wife and son.