September 19, 2014 Leave a comment
Content may be king in the world of business-to-business (B2B) marketing, but getting it produced, distributed, and consumed can be a royal pain for marketers. As I prepare to lead a panel discussion on business-to-government (B2G) content marketing and social media at the upcoming Government IT Sales Summit, I’ve started digging into how marketers are using these tools to reach their customers and influence sales. So I wanted to gather some data on content marketing to see if it’s really worth the effort.
A recent Starfleet Media study of our friends in the B2B world states two out of three marketers are investing MORE resources to develop and disseminate content. According to the 2014 Benchmark Report on B2B Content Marketing and Lead Generation, “almost a quarter of the B2B marketers surveyed plan to more than double their spending on content marketing in the year ahead.” Another key takeaway: no one plans to spend less on content marketing.
It should be no surprise that B2B marketers rely heavily on company-branded content, with these five types of assets the most used in their marketing arsenals:
- Case studies/client success stories (69%)
- White papers (63%)
- Webinars/other videos (59%)
- eBooks (53%)
- Infographics (41%)