B2B marketers believe the key to effective content lies in powerful storytelling. This is one of the major takeaways from B2B Content Marketing Trends 2012 – an industry survey conducted within the B2B Technology Marketing Community on LinkedIn.
81% of the respondents identified compelling storytelling as the most effective content tactic, followed by originality (52%), customized content (52%) and professional writing (39%). In terms of the content formats used, case studies, white papers and e-books lead the way, with infographics picking up speed as the fastest growing content type.
Top 3 trends in B2B content marketing in 2012
1. Content marketing is expanding dramatically in terms if tactics, forms and volumes of content, with 84% of marketers saying content production is on the rise.
2. The top goals of content marketing are lead generation (68%), thought leadership and market education (50%), and brand awareness (39%).
3. The biggest challenge for marketers is time and bandwidth to create content – 94% of B2B marketers create content from scratch.
For more B2B content marketing trends, have a look at the SlideShare presentation.