I’m the kid who was always prepared when I asked my parents for something — whether it was money, permission or that year that I was determined to get a cat.
I came to the table with my rationale and research in hand and knew that “just because I want it” wouldn’t be enough of a reason. Because I took the time to support my case with logic, I was successful more often than not. My parents are also awesome, but I digress…
Whether we realize it or not, we need to do the same type of preparation when determining how to allocate marketing dollars, which tactics to employ and what strategies make sense for our businesses — especially if we need to make our case to executive leadership.
More and more of our clients (and nearly all of the B2B respondents in this survey) are investing in content marketing — but this isn’t just by chance. Research shows the importance of content to B2B customers and prospects and the impact it can have on the businesses that are trying to reach those stakeholders.
Whether looking to shape public opinion, strengthen brand awareness or demonstrate thought leadership, content marketing efforts that are rooted in strategy can provide value to your audience and differentiate you in the market.
Here are five statistics that support the investment in a sound content marketing strategy and speak to effective tactics:
- Overall, 26 percent of the average total marketing budget is dedicated to content marketing for the B2B sector. The most successful organizations, however, spend closer to 40 percent of their total marketing budget on content strategy. (Marketing Insider Group)
- The top two factors contributing to B2B marketers’ increased content marketing success over the last year were content creation (higher quality, more efficiency) at 78 percent and strategy (development or adjustment) at 72 percent. (2018 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs)
- 93 percent of respondents valued vendors that “demonstrated experience with/knowledge of our industry.” (Demand Gen Report’s 7th Annual B2B Buyer’s Survey)
- 91 percent of B2B buyers prefer to consume interactive and visual content. (Ad Age via Marketing Profs infographic)
- 47 percent of buyers viewed 3-5 pieces of content before engaging with a sales rep. (Demand Gen Report’s 7th Annual B2B Buyer’s Survey)
Looking to kick off or expand your content marketing efforts? Hopefully these statistics will help you build your case.
And if you need additional back up, Contact Amy Clarke Burns, and we can start a conversation about your content needs and send you a copy of our e-book, How Content Marketing is Changing the B2B Marketing Landscape.