Insights into the Latest Research: B2B Content Marketing and Consumption

Insights into the Latest Research: B2B Content Marketing and Consumption
Stephanie Tilton - Wed Nov 14, 2012 @ 07:00AM
Comments: 112

If you’re like me and love getting your hands on the latest research into B2B content marketing, you should check out these three reports: 

 

While each of them provides terrific insights on their own, I find the real value in comparing how B2B marketers are approaching content marketing and how prospective buyers are consuming and using it.

What it takes to keep prospects engaged

You may have heard recent surveys showing that the enterprise B2B sales cycle has shortened. This is likely because prospects are holding vendors at arm’s length until later in the cycle (making the cycle look compressed from the vendor’s viewpoint).

Regardless of how you measure the sales (or buying) cycle, buyers need to conduct their due diligence before making a purchase decision. And that means they want to find the information that addresses their questions throughout the process. To address the needs of an often large number of participants in the purchase decision – representing different areas and interests across a company – marketers need to produce content tailored for different roles and satisfying a range of questions.

In fact, the IDG report shows that an average of 9 information assets are downloaded during the purchase process. And the average IT decision maker consumes 5 pieces of content before being ready to speak to a sales rep.

It’s no surprise that the CMI report showed the biggest challenge for B2B marketers is producing enough content. At the same time, it makes sense that the B2B marketers who feel their content marketing efforts are most effective are the ones who produce more content types and assets, and tailor their content to the decision-maker profile.

 

CMI-effectiveness.png

Yet according to the B2B Content Marketing Trends 2012 report, a majority of companies still segment mainly by product or service.

contentmarketing-segmenting.png

 

Want to follow in the footsteps of those who are pleased with the effectiveness of their content? Start by developing buyer personas.

Aligning goals with strategy

While the ultimate goal of content is to drive a purchase, each content asset should be tied to an incremental goal based on where it falls in the buying cycle. Interestingly, the B2B Content Marketing Trends 2012 survey found that thought leadership/market education is the second highest goal after lead generation.

contentmarketing-topgoals.png

Thought leadership means different things depending on whom you ask. Too often, I see companies defining thought leadership as a white paper or other piece of content that simply summarizes the latest industry research, or that shows they’re up to speed on their customers' industries and understand their pain points, goals, etc. That's not thought leadership -- that's table stakes. If a company didn't have that understanding, it wouldn't be in business.

Thought leadership isn’t just a goal you assign to a set piece of content. It’s a program and initiative that involves a dedicated focus, process, framework, and research that leads to innovative or visionary ideas or insights. So if your company has set this as a goal, make sure it has everything in place to truly deliver on it.

For additional insights on the IDG Enterprise Customer Engagement report, check out Ardath Albee’s post

What’s your take on these latest research findings?

Pie chart image courtesy of digitalart at FreeDigitalPhotos.net

Comments: 112

Comments

1. Nick Stamoulis  |  my website   |   Thu Nov 15, 2012 @ 08:58AM

It's important to note that the content marketers that find the most success also use the most tactics. This is evidence that people like to consume information in different ways. It's important to have a brand presence across numerous touchpoints.

2. Stephanie Tilton  |  my website   |   Thu Nov 15, 2012 @ 11:09AM

Great point, Nick. In October, I was part of a panel discussion hosted by NetProspex to review findings from the B2B Content Marketing Trends 2012 report and we covered that very point. If you're interested, you can check out the on-demand recording: http://content.netprospex.com/b2b-content-marketing-trends-webinar/

3. JackD  |  my website   |   Mon Nov 26, 2012 @ 08:02AM

Thank-you for sharing this, it really helped me in fixing my content!
well its important to have a brand presence across numerous touch points, as consumers need new and variety in content!

Regards

4. magie   |   Fri Jun 21, 2013 @ 06:37AM

I was searching for the details on content marketing in net. This work looks great. You have doine agreat research on the B3B content marketing issues and I would like to use the data as a reference. Keep sharing.
http://www.windows7vswindows8.com

5. homesecuritydevices.org   |   Thu Feb 13, 2014 @ 02:19AM

http://homesecuritydevices.org Meant for homeowners that happen to be shopping to your advantage home compare home security systems and secureness systems, most individuals wish to have rapid alerts in any given condition. A your home invasion or simply break-in regularly occurs prematurely for native authorities to take action.

6. comments   |   Sun Mar 16, 2014 @ 07:23AM

his is my first time i visit here. I found so many entertaining stuff in your blog, especially its discussion. From the tons of comments on your articles, I guess I am not the only one having all the leisure here. http://hotmail-inicio.com/iniciar-sesion-hotmail

7. helping   |   Tue Apr 22, 2014 @ 11:01PM

Get of the limitless models of the replica handbags and see your life modify immediately.Not only will the girls at the party shower all their affection on you, you can be rest assured that even your boss will pay special attention to you.Both the manufacturers and the makers of the replicated keep on playing a cat and http://gcuci.co.uk mouse game.The manufacturers are observing the market and get to know details regarding which of their models have been replicated.In order to prevent replications and to make the original stand out,they make subtle changes to the original.In such cases where the manufacturer of the original make changes to their, it won’t be long before the same changes are incorporated on the replica handbags.

8. Amy Hamilton   |   Thu May 01, 2014 @ 07:15AM

Nowadays content marketing playing a great role in boosting business operation. www.essayyard.co.uk is platform which provides content to needy peoples.

9. Rohaila Jackson   |   Mon May 12, 2014 @ 08:10AM

Right content marketing is continually increasing the revenue of the company. Students buy cheap dissertation by content writers.
http://www.donedissertation.co.uk/buy-dissertation-online.php

10. check it out   |   Thu May 29, 2014 @ 12:39AM

Today is the world of responsive websites and online business owners are highly attracting to this new trend of web design. I say that due to its huge benefits, all the existing designers should switch their website to responsive. http://www.murdocksolon.com/

11. check it out   |   Fri May 30, 2014 @ 05:00AM

Howdy, i read your blog occasionally and i own a similar one and i was just wondering if you get a lot of spam comments If so how do you prevent it, any plugin or anything you can advise. http://www.slidingdoorcc.com/

12. mark  |  my website   |   Mon Jun 30, 2014 @ 03:51AM

Great post man ! You wrote it very natural read your blog first time and this is something awesome.

13. dissertation writing help uk  |  my website   |   Tue Jul 08, 2014 @ 04:03AM

Nice way to aware people about content marketing and consumption. Many peoples don't know about this you found a really good way to explain. Thank You.

14. kewin   |   Mon Jul 21, 2014 @ 07:23AM

I suggest that knowledge . If you think about it, the generation of research which translates to new knowledge.. http://www.dissertationglobe.co.uk/our-writers/

15. national news  |  my website   |   Wed Jul 23, 2014 @ 09:51AM

I think we have to work hard to compete world top class blogs related to news and social media. Providing all <a href="http://www.itsnewstime.com/category/national-news/">national news</a> from all over the world is not an easy work to do, for that purpose you have to work hard and work continuously. My mission is to work hard and unique as well.

16. jose   |   Fri Jul 25, 2014 @ 12:10PM

That's because they were able to join experience they've had and create new things. http://www.dissertationplanet.co.uk/writing-dissertation/

17. to join   |   Mon Sep 01, 2014 @ 06:30AM

Really Great Blog, I like it so much i have never seen like this b2b blog, i am always using. https://www.rebelmouse.com/oldschoolnewbodypdfreview/

18. jacke  |  my website   |   Mon Sep 08, 2014 @ 03:13AM

What a wonderful defines this topic and engage with the readers. I find very great things that important to contribute to the good formation.

<a href="http://www.ebay.com/itm/Watch-Dogs-Aiden-Pearce-Real-Leather-Trench-Coat-Jacket-FREE-GIFT-INCLUDED-/251546954625">Watch Dogs Jacket</a>

19. John Dunkley   |   Sat Sep 27, 2014 @ 01:09AM

Wonderful blog post. I really appreciate the quality of your work here. Keep writing that kind of content as this is really great.
https://www.facebook.com/WritingEssayz

20. Faisal Khan  |  my website   |   Thu Oct 09, 2014 @ 02:16AM

Amazing Blog Post. Blog Post provide acceptable obsession. The offer impacts on numerous standard worries of your brain..

21. sparxxrx   |   Fri Oct 17, 2014 @ 02:07AM

Whatever your needs, whatever your fantasy, our products will give you and your partner a night to remember over and over again, What are you waiting for?
http://sparxxrx.com/

23. marroocoo   |   Mon Nov 03, 2014 @ 01:14PM

niceee maaan is very cool work
games girls 2015
http://al3ab-banat01.blogspot.com

24. Buy Cheap Essay  |  my website   |   Mon Nov 24, 2014 @ 07:44AM

Amazing Blog Post. Blog Post provide acceptable obsession. The offer impacts on numerous standard worries of your brain..

25. Coursework Writers UK  |  my website   |   Tue Nov 25, 2014 @ 04:47AM

Nice way to aware people about content marketing and consumption. Many peoples don't know about this you found a really good way to explain. Thank You.

26. girlsdoporn   |   Thu Jan 01, 2015 @ 12:07AM

Our enticing garments are made from top-quality fabric that is guaranteed to last. Add spark to the bedroom with our bra and skirt sets available in a variety of colors. https://storify.com/Lovisa/fast-means-of-entertainment

27. Jhony  |  my website   |   Wed Jan 14, 2015 @ 02:03AM

Great blog of B2B it makes more knowledge of all person who is business in marketing field.

28. Paulette Dodson   |   Wed Jan 14, 2015 @ 03:51AM

Content always played best role for your online presence. content creation and optimization will boost your business upto 50% (hupspot). well, that was great.

Thanks
http://www.bestassignmenthelp.co.uk/do-my-assignment.php

29. Write essay  |  my website   |   Mon Feb 02, 2015 @ 06:32AM
30. Albert Roger   |   Mon Feb 23, 2015 @ 01:17AM

Content permanently played greatest role for your online company. Content making and optimization will improvement your business up to 50%. Fine, that was great.
http://www.aoneassignment.com/

31. uk assignments  |  my website   |   Fri Feb 27, 2015 @ 03:02AM

The plan for content marketing is great, thank for keeping me update about the new services which is provided by you.

32. Olivia shivers   |   Fri Apr 03, 2015 @ 12:47PM

Digital marketing is a very essential skill to have and a marketer must be effective in it, If you are an expert in a field but dont have the required qualification then dont worry and get an <a href="http://www.onlinelifeexperiencedegree.org/">accredited life experience degree</a> based on only your prior job experiences and give a required boost to your credentials, my friend also got a degree in Teaching based on his experiences only.

33. kate john  |  my website   |   Mon Apr 06, 2015 @ 12:50PM

great blog with awesome article on marketing. thanks

34. david joe  |  my website   |   Mon Apr 06, 2015 @ 12:54PM

nice article as marketing is very important in these days.

35. akex   |   Wed Apr 08, 2015 @ 03:42AM

grarti

36. diss  |  my website   |   Wed Apr 08, 2015 @ 05:38AM

your article is very nice

37. Paulette Dodson  |  my website   |   Tue May 19, 2015 @ 05:13AM

this is amazing piece of work you have done...
http://www.quickcourseworkhelp.co.uk/do-my-coursework.php

38. ali khan   |   Thu May 21, 2015 @ 11:51PM

So, you try to power nourish your redundancy to be able to obtain position without dropping people entirely in the procedure. Think "Family Feud" where the aggressive near relatives is known as Dawson. http://www.ligurianotizie.it/dalla-tikato-un-portale-gratuito-per-ottenere-codici-sconto/2015/05/09/160582/

39. ali khan   |   Sat May 23, 2015 @ 02:11AM

The popularity of the provider should also be considered. The world wide web is an efficient place to locate such SEO low cost companies. With just the right provider, one may well create sure his or her business are going to be a successful one. The years has allowed us to deliver top quality features at quite cost-effective cost. http://waterreviews.blogspot.com/

40. ali khan   |   Sat May 23, 2015 @ 05:54AM

Price should not be only deciding factor when selecting an SEO support. The popularity of the provider should also be considered. The world wide web is an efficient place to locate such SEO low cost companies. https://londonphotographytypes.wordpress.com/

41. Paulette   |   Mon May 25, 2015 @ 05:36AM

Good question! Most of my clients who are open to an audit already have the mindset that their materials need improvement, so they typically don't get defensive. The marketing audits can be at times subjective in nature, but my suggestions to them are really based on industry standards and data that I have accumulated over the years. So if I make a suggestion that they need to reach out to a target 7-9 times in order for someone to recognize you, that data is supported by the Direct Marketing Association and research they have conducted http://laguband.com/

42. Sleva Wedos   |   Wed May 27, 2015 @ 07:46AM

Freelance workers won't need all the stress of medical good care advantages, tax planning, 401K, and all the relax of those annoying things HR individuals have to cope with for their workers. http://www.whitehat.cz/wedos-kupon/

43. ali khan   |   Wed May 27, 2015 @ 11:24PM

That is the whole purpose of a economical dedication. If you are looking to invest less on seo in the online industry, then you are in the incorrect area. http://bmshop2.com/

44. ali khan   |   Wed Jun 10, 2015 @ 02:33AM

SEO or the Look for Motor Marketing basically represents a specific process that is designed to improve the exposure of a website in looking engine outcomes of the various google in a natural or organic way. http://www.movinza.com/search-engine-optimization-services/

45. louis theroux documentaries   |   Wed Jun 10, 2015 @ 07:36AM

The most popular google are Google, MSN, Google, Yahoo, etc. It consists of an strategy that is designed at making a website or website appear on the top position, as and when explored by the online guests. http://documentary.wiki/videos/view/18

46. waseem   |   Thu Jun 11, 2015 @ 01:45AM

Few on the internet viewers meticulously less new business companies. http://www.oceanfrontrecovery.com/

47. waseem   |   Fri Jun 12, 2015 @ 01:16AM

You could literally be opening up your business to thousands and even millions of potential customers all around the world. https://bestlinksmanagement.wordpress.com/

48. kate john  |  my website   |   Sun Jun 14, 2015 @ 10:25AM

this is really great,unique and very informative article, i like it. thanks http://www.bestessaypoint.co.uk

49. zsongs   |   Mon Jun 15, 2015 @ 06:13AM

It consists of an strategy that is designed at making a website or website appear on the top position, as and when explored by the online guests. http://zsongs.pk/

50. waseem   |   Tue Jun 16, 2015 @ 03:54AM

Collaboration with an online marketing organization will ensure that your organization is on the leading edge of local google search changes and able to contend and be presented at the top of google search motor outcomes results. Remember, popularity is always key. https://clashofclanscheatszz.wordpress.com/

Previous 1 3

Post a Comment




powered by Doodlekit™ Free Website Builder