6 Content Marketing Trends for B2B

Last Updated on July 16th, 2016 at 6:43 pm

Are you questioning if content material advertising will help your small business?

If that’s the case, look no further.

On this article, I study a current examine involving 1,416 B2B entrepreneurs from North America from the Content Marketing Institute and MarketingProfs.

You’ll uncover how B2B entrepreneurs had been leveraging content material advertising and the place their focus might be next year.

#1: Producing Sufficient Content material Is Top Problem

In years previous, the largest problem for content material entrepreneurs has been creating engaging content. However this pattern modified in 2012 with 64% of entrepreneurs saying that producing sufficient content material was their number-one problem.


It’s fairly conceivable that this problem will assist to create extra enterprise and employment alternatives for content material developers.

In case your plan is to supply more content material subsequent year, consider methods to recycle what you have already got.

  • Unfold current content material throughout totally different codecs; for instance, create an FAQ for fast ideas or turn popular blog posts right into a podcast, infographic or e book.
  • Return and see what was widespread as soon as-upon-a-time that’s now buried in your on-line archives. Deal with evergreen content and republish as posts that talk to present issues in your business.

#2: Entrepreneurs Utilizing Average of 12 Content material Advertising and marketing Techniques

The research revealed that enormous organizations (with 10,000+ staff) used 18 content material advertising techniques on common, whereas small firms used eleven. Firms of all sizes used a median of 12 content material advertising ways.


Whereas it’s clear that assets dictate the variety of content material advertising and marketing techniques employed, it’s a good suggestion so that you can consider your funds andfigure out what number of ways you may decide to subsequent year. Remember the fact that the extra techniques you employ, the better your probabilities of amplifying your voice and increasing viewers attain.

As you brainstorm your content material supply technique, change into a “actual writer” and attempt to transfer away from internet-solely techniques. Determine how one can distribute content material by means of varied units and platforms together with print. For instance, use printed white papers – and sure, even books – as free giveaways after consumer conferences, workshops or conferences.

#3: Social Media – Most Well-liked Promotion Tactic

The research revealed that 87% of entrepreneurs used social media to distribute content material – greater than they used articles, electronic mail newsletters, blogs and different techniques.


Read more: 10 Things to Do Before you Run a Facebook Contest [Checklist]


As you concentrate on the best tactic(s) to make use of in your content material distribution, take into consideration the place your viewers hangs out and deal with these social channels. If Facebook and Pinterest are main distribution channels on your brand, bear in mind too that pictures are eye sweet and the time to sharpen your image-based content campaigns is now.

#4: LinkedIn – Most Widespread Social Media Channel

This was a shocking discover. It seems that LinkedIn was the most well-liked social media channel for content material distribution. More entrepreneurs (83%) are utilizing it in comparison with Twitter(80%), Fb (80%) and YouTube (61%). Even when the distinction in utilization between Twitter and LinkedIn could be very slim, it nonetheless says lots a couple of platform that isn’t thought-about as attractive because the others.

#5: Brand Awareness – High Content material Advertising Purpose

One other shock was that elevated web site site visitors was not the highest aim for B2B content material entrepreneurs. The research discovered that model consciousness was the quantity-one precedence for 79% of content material entrepreneurs, adopted by buyer acquisition (74%) and lead technology (71%).


However, website traffic was discovered to be crucial measure for content material advertising and marketing success. This presents an fascinating juxtaposition, as content marketing success is usually linked to organizational objectives. Relating to brand consciousness, web site visitors was seen as the measure of success.


Companies trying to enhance model consciousness will profit in the event that they observe particular web site indicators resembling variety of distinctive guests, web page views, quantity of visitors that’s referred to their websites from serps and even how a lot time guests are spending on their website. Google Analytics provides you lot of knowledge to investigate developments and new insights in your web site.

#6: Most Content material Made In-House

The research confirmed that fifty six% of corporations are creating content material in-home, whereas only 1% are relying solely on outsourced content material. However there’s a pleasant stability of 43% who’re creating each in-home and outsourced content material.

outsourcing word in vintage wood letterpress type blocks, stained by color ink, isolated on white

outsourcing word in vintage wood letterpress type blocks, stained by color ink, isolated on white

This trend displays the truth that outsourcing vs. hiring selections are powerful in relation to content material advertising. Content material advertising is one thing that must be nurtured regularly. In case your group has the sources to provide sufficient content material in-home, then outsourcing is probably not wanted until a specific talent set is missing internally.

Closing Words

The state of content material advertising and marketing is vibrant and B2B entrepreneurs are trying ahead to doing extra with content material within the coming year. Content material budgets are additionally set to extend and B2B organizations might be utilizing each in-home and exterior sources to extend content material manufacturing.

Read more: The 5 Most Common Facebook Post Mistakes

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