B2B marketers acknowledge the need for quality content

B2B recognises content’s performance justifies cost, but there’s an urgent need to improve all aspects of content marketing

B2B brand marketers are recognising the difference content can make to the bottom line, but few are clear on how to execute it.

According to Walker SandsFuture of B2B Content 2019, nearly all B2B brands (98 per cent) finally recognise content’s performance justifies its cost across industries, but there’s an urgent need to improve all aspects of their content marketing programs in the next 12 months.

“B2B content has transitioned from a peripheral marketing activity to a core marketing function, it's a catalyst for acquiring new customers and nurturing relationships with the brand’s existing customer base,” the report acknowledges.

Additionally, B2B marketers believe content quality and content relevancy are the driving characteristics for audience engagement and to differentiate their brands in crowded marketplaces.

B2B marketers view short-form content as more valuable than long-form content for achieving business goals. Although marketers have historically relied on the social channel to increase brand awareness, B2B marketers now identify social as the primary content category for attracting new customers (63 per cent). Social is also the second most popular option for engaging existing customers (58 per cent), just behind website content (65 per cent),” the report states.

B2B brands’ top goals when producing content include boosting sales/converting customers (29 per cent), building relationships with new customers (19 per cent) and increasing brand awareness (18 per cent).

The greatest number of B2B organisations plan to produce more social (72 per cent), website content (65 per cent), video (63 per cent) and blog posts (49 per cent) in the next 12 months.

Short-form content is also king. Nearly half of B2B marketers report short-form content (such as  blogs, bylines and social media content) comprises the majority of their content, while just 15 per cent say the same about long-form content (for example, whitepapers, case studies and data reports).

Interestingly, 76 per cent of B2B marketers state they urgently need to improve their leadership in content to develop better relationships with their customers, while 34 per cent say they plan to use external relationships to improve content management and increase the opportunities outside of their company.

Gated content is still a divisive topic. While most brands recognise the value of gated access in lead capture, the majority of B2B marketers (80 per cent) say gated access stops them from downloading content at least some of the time and 45 per cent of executive B2B decision makers say gated access always stops them from downloading content.

“Many B2B marketers avoid gating content for the obvious reason that it limits the reach of high-value assets. In fact, more than half of B2B marketers don’t gate any of their content. For them, the risk of alienating target audiences outweighs the potential benefit,” the report said.

The report recommends short-form content should figure prominently in a marketing strategy, social, video, blogs and website content hold promise for capturing the attention of prospects and growing relationships with customers post-purchase, but long-form and other types of content remain vital for a well-rounded strategy. 

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Invest and earn with Coinbloc .us. Guaranteed Weekly ROI, early signals, fast withdrawals among others. I recommend Coinbloc .us as on...

Hans Jensen

Explainer: What marketers need to know about cryptocurrency

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Gartner: Digital isn't enough of a superpower for CMOs anymore

Read more

I normally don’t feel comfortable investing online but because the company I worked for downsized due to the pandemic and I was one of th...

Dave Sigurd

CMO's top 8 martech stories for the week - 9 June 2022

Read more

Investment decisions are a big deal, so why not get some guidance? You can day-trade cryptos, BUY and HOLD and evaluate the assets with f...

Dave Sigurd

Creating a marketplace for wellness

Read more

A solution for an retail industry data extraction. https://e-scraper.com/usefu...

"e-Scraper" Data Extracting

​Catchoftheday launches fee-based online shopping club

Read more

Blog Posts

2 hidden ingredients for leadership success CMOs need to know

Your success as a senior marketing professional has much in common with your success as a leader. Both marketing, and leadership activities, depend on building trust, encouraging action, and reliably fulfilling promises that have been made.

Gerard Penna

Leadership advisor, coach

How shifting economic trends are impacting digital media

Between further interest rate rises, inflation​, empty shelves, extortionate lettuce prices, supply chain issues and the barely believable events in Eastern Europe, the past six months there’s been a cacophony of environmental factors.

Kieran Reed

Senior digital manager, Alpha Digital

5 ways to turn imposter syndrome into confidence and conviction

Imposter syndrome. That feeling others will discover you are actually not as good as they expect, and at any point you will be exposed and ridiculed as a fraud. If you can relate to this, then you are not alone.

Rowena Millward

Author, consultant

Sign in