72% B2B Marketers in Search of Engaging Content for 2016

Wed Oct 14, 2015

Kathy Crosett

Do you have a creative copywriter on your staff? If so, you’ll want to pitch the services of this person to your B2B clients. The 2016 readingblogsBenchmarks, Budgets and Trends report from the Content Marketing Institute underscores the huge need these clients have for engaging content. Here are the details on your B2B clients’ other content marketing needs.

Content marketing is a fairly new buzzword, but B2B marketers have been quick to recognize the importance of the topic. Over 30% of these marketers have a formal written content marketing strategy. On average, marketers allocate 28% of their marketing budget to development content. Next year, 75% of B2B marketers will create more content than they did this year and chance are they’ll need some outside help to get the job done.

The typical business advertiser uses 13 forms of content with the following being most popular:

  • Social media outside of blogs 93%
  • Case studies 82%
  • Blogs 81%
  • eNewsletters 1%
  • In-person events 81%
  • Articles on company website 79%
  • Videos 79%
  • Illustrations 76%
  • White papers 71%
  • Infographics 67%
  • Webinars/webcasts 66%
  • Online presentations 65%

Much of the B2B developed content is rolled out to social networks which are popular destinations for business professionals. For example, 94% of B2B marketers post some of their content on LinkedIn. 87% use Twitter and 62% place content on Google+. About 9% more B2B marketers are using the Google+ platform this year, when compared to 2014. SlideShare is popular with 37% of these advertisers. In general, B2B marketers use 6 social media platforms to broadcast their content.

B2B marketers continue to use paid advertising as an outlet for their content marketing pieces as well. Most B2B marketers spend money on at least 3 paid advertising platforms with the following being most popular:

  • Search Engine Marketing 66%
  • Print/other offline promotion 57%
  • Traditional online banner ads 55%
  • Promoted posts (Tweets) 52%
  • Social ads (LinkedIn) 51%
  • Native advertising 39%
  • Content discovery tools 14%

As your prospects and clients plan their content marketing strategy for 2016, they’ll be focusing on lead generation (85%), sales (84%), lead nurturing (78%) and brand awareness (77%). Talk with these folks about the latest trends in content marketing and how your digital services and media can help them achieve their goals.

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About Kathy Crosett

Kathy is the Research Director for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel.

View all posts by Kathy Crosett
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