B2B Content Marketing Report: 2017 Benchmarks and Trends
The Content Marketing Institute recently released its 2017 B2B Content Marketing Benchmarks, Budgets, and Trends report, and the findings paint a bright picture for B2B marketers. Overall, marketers are on track and continuing to improve.
Here are some key takeaways from the report:
Quality and Flexibility Drive Success
Sixty-two percent of B2B marketers say their organization’s overall approach to content marketing has been ‘much more’ or ‘somewhat more’ successful that last year. However, there’s still plenty of room for improvement. Only 22% of marketers surveyed rated their organization’s content marketing efforts as ‘very’ or ‘extremely’ successful.
Those marketers that are finding greater success with content marketing attribute it to three main factors: higher quality content creation (85%), developing or adjusting their strategy (72%) and making content marketing a bigger priority (53%).
Top Performers are Committed and Realistic
It’s no surprise that the top performers in the report share a common characteristic: commitment. Ninety-one percent of top performers reported being ‘very’ or ‘extremely’ committed to content marketing, compared to 63% of the overall sample. Effective content marketing requires a lot of time and effort – you can’t “sorta” focus on it. You either make it a priority, or you focus on another approach.
Among the top performers, 91% also agreed that their organizations held realistic expectations of their content marketing program. It takes time to develop a unique point-of-view and consistently deliver compelling, engaging content. Those marketers that can take a long-view approach of content marketing will be more successful than their counterparts.
Marketers Focused on Lead Generation and Brand Awareness
As B2B marketers head into 2017, they will be looking to content to support them in business development. Lead generation (80%), brand awareness (79%) and engagement (71%) are among marketers’ top content marketing goals over the next 12 months. Marketers also will be spending more on their content marketing efforts in 2017. Almost 40% of the marketers surveyed said they plan to increase spend on content marketing efforts this year.