Over the past couple of months, I've had the pleasure participating as one of the authors for some really interesting and eye-opening research from Junta42 and MarketingProfs on the topic of B2B content marketing.
Today, we released the results. Hop on over the Content Marketing Institute to get your free copy of B2B Content Marketing: 2010 Benchmarks, Budgets and Trends and check out the major findings of the study.
Over 1,100 B2B marketers in North America were surveyed, making it the largest study about content marketing in the B2B space to date.
I’ll share my thoughts on this study in multiple posts, but today I want to focus on one of the areas I found most interesting: what self-described marketers are doing differently than those marketers who consider themselves to be less effective.
Below is a chart with the key findings:
While there are a number of things that differentiate effective versus less effective content marketers, here are the three things that jump out at me.
Effective marketers segment content by the buying cycle
At Savvy B2B, we’re big fans of mapping content to the buying process - and I loved that this study provided more proof that this is really does make marketers more effective.
Takeaway: Invest the time to understand who your buyers are (and create buyer personas) and what their buying process looks like. Then, take the steps needed to fill in those gaps and create a strategy where you can tell your story from start to finish.
Effective marketers have executive buy-in
Of all the things that differentiate effective from less effective content marketers, I think this is the most telling: Fewer than 10% of effective marketers who use content marketing have an issue with executive buy-in, but almost a quarter of less effective marketers cite this as a challenge.
Takeaway: If you are struggling with content marketing, do you have buy-in from your management? If not, start there.
Effective marketers use more tactics
On average, effective marketers use eight content marketing tactics whereas less effective marketers use six.
Effective content marketers also have a higher level of adoption with every tactic. Adoption rates are at least 15 percentage points higher in specific content categories: social media (excluding blogs), eNewsletters, case studies, blogs, webinars/webcasts and videos.
Takeaway: Consider trying some new tactics (if they support your business goals). Think about how you can repurpose some of you content into a video or webcast, for instance.
I’m not a fan of starting a content project that needs constant care (like a blog or an eNewsletter) on a whim, but if you can commit the time and energy, the results can be remarkable.
Also interesting to note: An almost-identical percentage of marketers (roughly 50%) plan to increase their content marketing budget next year. Marketers see the value in content marketing!
What do you think of the study? What findings did you find most surprising or useful?Let me know in the comments!
- How Do You Make Time for All This Content?
- Buyer Personas: How to Deliver Relevant Content to B2B Buyers
A 7-Step Plan for Getting Started with Content Marketing
About the author: Michele is the Executive Editor of the Content Marketing Institute where where she works with a fabulous group of contributors who know a lot about content marketing. She's also a B2B content marketing consultant who has a passion for helping companies use content to connect with their ideal buyers. You can follow her onTwitter @michelelinn or read more of her posts on Savvy B2B.