Regardless of the diverse tactics employed by digital marketing professionals, content is still King. Beginners alike may ask, “What is content marketing?” It is the publication of original content including blog posts, videos, and case studies in an effort to increase conversion, demonstrate expertise, and highlight any news surrounding that brand. Last year, the Content Marketing Institute (CMI) and MarketingProfs published a popular study on B2B content marketing and repeated the research survey this year to see how the field is changing. They repeated this survey and below are just some of the statistics:
- 9 out of 10 organizations market with content marketing.
- On average, B2B marketers employ eight different content marketing tactics to achieve their goals.
- Marketers, on average, spend over a quarter of their marketing budget on content marketing (see the full budget breakdowns in the report).
Just as they found in last year’s study, article posting and social media (excluding blogs) are the most popular tactics and are currently used by 79 percent and 74 percent of B2B marketers, respectively. Nevertheless, adoption rates increased for several methods. Blogs and videos both grew a whopping 27 percent each, followed closely by White Papers ( Authoritative reports ) which increased 19 percent.
Not only have marketers diversified their strategies, their confidence in these tactics has gained traction as well. In person Events and Seminars were highest in confidence with 78 percent and 7o percent, respectively. Marketers must also be a very convincing bunch; 60 percent of respondents said they planned to increase their budget, compared to last years 51 percent.
Even to a beginner, this much is clear, content marketing is here to stay and will continue its dominance for the foreseeable future. There is much more covered in the full report so please follow this link to check out the other insights!
Any questions or comments my fellow noobs?