In a new study from the Content Marketing Institute, MarketingProfs, sponsored by Brightcove, reports that B2B marketers are looking to drive stronger results, focusing specifically on engagement and conversion. For some further insight, the Brightcove research shows that 69% of B2B marketers rank creating more engaging/higher-quality content as their top initiative, with better website conversions right behind at 63%. It seems that content creation in general and producing content that engages has been the top challenge for marketers for a number of years.
B2B marketers are spending budget promoting video content across multiple platforms with an averaging 3 paid advertising methods on average per company. Here’s the results: search engine marketing (SEM – 52%). In terms of effectiveness is promoted posts (e.g. promoted Tweets – 41%), social ads (e.g. LinkedIn ads – 38%), and content discovery tools (e.g. Outbrain, Taboola, nRelate – 36%). And while 49% of marketers use traditional online banner ads, only 26% find them effective.
Other interesting findings from the report include:
- 70% of B2B marketers are creating more content than they were one year ago
- Although the majority (83%) say they have a strategy, only 35% have it documented. The 35% who have documented their strategy are more effective in all aspects of content marketing than those who have not
- Infographics continue to grow in usage jumping to 62% this year from 51% last year
- Website traffic has been cited as the most often looked to content marketing metric for five consecutive years
- 55% of B2B marketers plan to increase their content marketing budget in the next 12 months
- Google+ was the social media platform with the biggest rise in usage growing 9 percentage points to 64%
- 42% of B2B marketers publish new content multiple times per week or daily
B2B Content Marketing: 2015 Benchmarks, Budgets and Trends — North America reports on the findings gathered from the fifth annual content marketing survey conducted by the Content Marketing Institute and MarketingProfs about content marketing. The research was sponsored by Brightcove. More than 1,800 B2B marketers in North America from diverse industries and a wide range of company sizes responded to the survey in July and August 2014. Download the full report today.
About Content Marketing Institute (CMI)
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012, 2013 and 2014 Inc. 500 company.
MarketingProfs offers real-world education for modern marketers. More than 640,000 marketing professionals worldwide rely on our free daily publications, virtual conferences and more to stay up-to-date on the most important trends in marketing—and how to apply them to their businesses. Visit MarketingProfs.com for more.
Brightcove Inc. (NASDAQ:BCOV) is a leading global provider of powerful cloud solutions for delivering and monetizing video across connected devices. The company offers a full suite of products and services that reduce the cost and complexity associated with publishing, distributing, measuring and monetizing video across devices. Brightcove has more than 5,500 customers in over 70 countries that rely on the company’s cloud solutions to successfully publish high-quality video experiences to audiences everywhere. To learn more, visit their HUB PAGE