Content marketing goes by many names—custom publishing, branded content, customer media and more. However you refer to it, the goal is the same: creating and distributing relevant and valuable content to engage a clearly defined target audience and to drive profitable action.
According to a recent study conducted by MarketingProfs and Junta42 (with the help of the Business Marketing Association and American Business Media), nearly 90% of B2B marketers use content marketing, regardless of company size or industry. The study, based on surveys completed by 1,100 North American marketers, was the largest, most comprehensive content marketing study of its kind. Other key findings:
- On average, B2B marketers employ eight different tactics to achieve their marketing goals.
- Marketers on average spend over a quarter of their marketing budget on content marketing.
- 51% report that they plan to increase their spend in content marketing over the next 12 months.
The survey indicated that the most popular content marketing tactics (and the percentage of B2B marketers using them) are:
- Social media (excluding blogs) (79%)
- Article posting (78%)
- In-person events (62%)
- eNewsletters (61%)
- Case studies (55%)
- Blogs (51%)
- White papers (43%)
- Webcasts/webinars (42%)
- Printing custom magazines (42%)
Whatever the tactics employed, the key to content marketing success is in its definition: the content must be relevant and valuable to its audience. Rather than touting the benefits of their own products, marketers must focus on informing target audiences about key industry issues — whether or not those issues involve the marketer’s own products.
Last modified: July 17, 2017