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Content Marketing & Curation Becoming Important For B2C and B2B Says New Content Marketing Institute Study

Content Marketing & Curation Becoming Important For B2C and B2B Says New Content Marketing Institute Study | Marketing_me | Scoop.it

MarketingProfs and the Content Marketing Institute (CMI) have followed up their study of B2B content marketing trends with research into the emerging trends in the B2C content marketing space [pdf]. 


Via Martin (Marty) Smith
Alessandro Rea's insight:

While B2B marketers are beginning to adopt B2C best practices when it comes to e-commerce, B2B marketers have traditionally invested more of their budgets into content marketing than their B2C counterparts, making it interesting to see how both sides measure up in this rapidly-growing area. There are many more similarities than one might expect.

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Deanna Dahlsad's curator insight, October 15, 2013 2:00 PM

I'm still not convinced that curation is all that new or different than blogging or other online publishing activities. (Blogging is not dead.) Nor am I convinced it is the most important thing you can do in terms of marketing. (And just because "everyone is doing it" doesn't sway me either; like momma always said about if so & so jumped off a bridge...) But I don't think curation can be overlooked much longer. Curation needs to be evaluated for several major factors:


a) can it fit within your scope (Do you have the time & skill set? Can you do this in house or should you hire?)


b) purpose (to maintain existing clients/customers, to reach new ones?)


b) where would it fit? (Not all curation sites are the same; some are more suitable for products, brands, B2B or B2C reach, demographics, etc.)

Deanna Dahlsad's curator insight, October 15, 2013 2:00 PM

I'm still not convinced that curation is all that new or different than blogging or other online publishing activities. (Blogging is not dead.) Nor am I convinced it is the most important thing you can do in terms of marketing. (And just because "everyone is doing it" doesn't sway me either; like momma always said about if so & so jumped off a bridge...) But I don't think curation can be overlooked much longer. Curation needs to be evaluated for several major factors:


a) can it fit within your scope (Do you have the time & skill set? Can you do this in house or should you hire?)


b) purpose (to maintain existing clients/customers, to reach new ones?)


b) where would it fit? (Not all curation sites are the same; some are more suitable for products, brands, B2B or B2C reach, demographics, etc.)

John Thomas's curator insight, February 9, 7:21 AM

Content Marketing & Curation Becoming Important For B2C and B2B Says New Content Marketing Institute Study

Scooped by Alessandro Rea
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2014 B2B Content Marketing Benchmarks, Budgets, and Trends

2014 B2B Content Marketing Benchmarks, Budgets, and Trends | Marketing_me | Scoop.it
Content - B2B marketers' confidence in content marketing continues to grow; content marketing usage rates are up from last year; and, not surprisingly, marketers with a documented content strategy are having the ...
Alessandro Rea's insight:

Business-to-business (B2B) marketers' confidence in content marketing continues to grow; content marketing usage rates are up from last year; and, not surprisingly, marketers with a documented content strategy are having the greatest success, according to just-released research.

 

 

The report, B2B Content Marketing: 2014 Benchmarks, Budgets and Trends—North America (PDF), is published by MarketingProfs and the Content Marketing Institute, and sponsored by Brightcove.

 

 

Some 93% of B2B marketers in North America are using content marketing, and, of those, 42% consider themselves effective at content marketing, up from 36% last year, the study found.

 

 

 

For the first time, the annual study asked marketers whether they have a documented content strategy (44% do) and a person who oversees content marketing strategy (73% do). Marketers who have a documented strategy are not only more effective but also less challenged with every aspect of content marketing.

 

 

Marketers are also continuing to invest both budget and time in content marketing. On average, B2B marketers allocate 30% of their budgets to content marketing, and 58% of marketers plan to increase content market spend over the next 12 months.

 

Compared with last year, marketers are using more content tactics (13 vs. 12) and more social media platforms to distribute content (6 vs. 5). Moreover, 73% of are producing more content than they were a year ago.

Below, additional findings from B2B Content Marketing: 2014 Benchmarks, Budgets and Trends—North America.

B2B Content Marketing Tactics

Content marketing tactic usage has remained relatively consistent with last year's usage levels.

 

Infographics use increased most from last year: 51% of B2B marketers said they use infographics, compared with last year's 38%.

Tactic Effectiveness

For the fourth year in a row, in-person events have been cited by the greatest number of B2B marketers as being an effective tactic.

 

Among best-in-class B2B marketers, however, a greater proportion cite blogs as being effective: 79% say so, compared with 76% saying in-person events are effective.

Only 29% of the least effective B2B marketers say blogs are effective.

Social Media for Content Distribution

More B2B content marketers this year than last are using each of the social media platforms listed here:

 

Social media with the greatest increase in use from last year are SlideShare (40% vs. 23%), Google+ (55% vs. 39%), and Instagram (22% vs. 7%).

B2B Content Marketing Challenges

Aside from lack of time—a universal complaint—most B2B marketers consistently cite producing enough content and producing the kind of content that engages as challenges.

 

Download the full report here (PDF), or view the full SlideShare presentation now:

 

B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America from MarketingProfs

 

About the data: B2B Content Marketing: 2014 Benchmarks, Budgets and Trends—North America (PDF) reports findings gathered from the fourth annual Content Marketing Survey conducted by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove. Nearly 4,400 marketers from around the world, from a range of industries, functional areas, and company sizes, responded to the survey in July and August 2013. Among them, 1,217 respondents identified themselves as B2B marketers in North America.



Read more: http://www.marketingprofs.com/charts/2013/11759/2014-b2b-content-marketing-benchmarks-budgets-and-trends#ixzz2gaaOYPVl

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