According to a new report called B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America sponsored by Brightcove and produced by the Content Marketing Institute and MarketingProfs, 70% of B2B marketers say that they will produce more content in 2015 than they produced this year.
What Is the Frequency of New, Published Content?
Forty two percent of marketers surveyed say that they produce new content either daily or several times per week.
Those marketers who have a documented content marketing strategy are more likely to publish new content daily, versus marketers without a documented strategy.
What Kind of Content Is Being Produced?
B2B marketers currently use an average of 13 content marketing tactics, the same number that was reported last year. Of these tactics, 92% cite social media content (other than blogs) as the most used, followed by eNewsletters (83%) and articles on their website (81%).
Infographics, as a tactic, had the biggest increase in usage (from 51% in 2013 to 62% this year).
Where Is Content Being Distributed?
The average B2B marketer uses six social networks to distribute their content with LinkedIn as the preferred social network for content distribution. Marketers also cite LinkedIn as the most effective social media platform.
This year, the biggest rise in usage for a particular social media platform has been that of Google+ (up nine percentage points from last year).
Fewer than 20% of B2B marketers say that they use the following social media platforms: Flickr (14%), StumbleUpon (12%), Foursquare (11%), Tumblr (10%), Vine (9%), and SnapChat (5%).
Eighty Percent of B2B Marketers Are Using Paid Distribution
For the first time, the survey asked marketers about what paid advertising methods they use to promote/distribute content, and of those, which they consider to be most effective.
The average B2B marketer uses three paid advertising methods while 80% of B2B marketers using at least one.
Search engine marketing (SEM) tops the list as the most used and most effective.
Although the percentage of marketers who use “newer” paid methods such as native advertising and content discovery tools isn’t very high yet, 36% of those who use them say they are effective.
This is a higher confidence rating than marketers give for the more established (and more frequently used) methods of “print or other offline promotion” and “traditional online banner ads.”
As the B2B Content Marketing 2015: Benchmarks, Budgets, and Trends — North America study shows, when it comes to content, there are lots of decisions for B2B marketers to make. Every decision influences the success or failure of content.
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