The leaders of content marketing have provided us with insightful statistics and impressive results again! Content Marketing Institute and Marketing Profs recently published their third annual research report: the 2013 B2B Content Marketing Benchmarks, Budgets and Trends.
Here are 5 stats we’d like to highlight from the report:
1. Content (Marketing) Still Proves to be King!
In the latest report, 91% of B2B marketers responded that they use content marketing. This result is consistent from the 2010 and 2011 reports: content marketing remains to be one of the top priorities for B2B marketers. We’re happy to see that marketers see the value in providing content for their prospects and customers.
2. Social Media is the Most Popular Content Marketing Tactic
The top 5 content marketing tactics marketers use are: social media, articles, eNewsletters, blogs and case studies. Social media is the most popular tactic to distribute content. About 87% of B2B marketers use social media to distribute content, and LinkedIn was the top social media channel, beating out Twitter. This was a change from the last two years, when B2B marketers responded that Twitter was their top social media channel to distribute content. This year, Pinterest made the list with approximately 25% of marketers using it. We agree that social media is a must when distributing content across the Web. As we help people get involved with content marketing using our platform, we always tell our clients that social media is needed when it comes to content marketing.
Last year, B2B marketers responded that the biggest challenge they face with content marketing was producing engaging content for prospects and customers. This year, the greatest challenge shifted to producing enough content. This challenge, along with time and budget constraints, might explain the reason why 44% of B2B companies outsource their content creation. We find that companies are searching for more ways to leverage outside writers and bloggers to produce high-quality content for their site. Marketers still don’t have enough time to produce the kind of content they’d like to on a daily or weekly basis.
4. The Goal of Content Marketing is Not Just Sales
Fortunately, many surveyed marketers understand that content marketing isn’t just to drive customers and prospects into purchase paths. This year, for the majority of B2B marketers (79%), their goal for content marketing was to increase brand awareness. They’re right on track as content marketing helps brands become knowledgeable, trustworthy and valuable sources in their industry.
5. Greater Budget Allocation for Content Marketing
More and more B2B marketers are seeing the value and importance of content marketing. It was reported that B2B marketers are spending 33% of their marketing budgets on content marketing, an increase from last year’s 26%. This budget will likely increase as 54% of marketers responded that they are planning to expand their content marketing budget.
Here is the link to full Content Marketing Research: http://www.contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
What were some of the interesting facts and statistics you saw? What do you predict from next year’s Content Marketing Report? Comment below!