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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in