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.
Interesting stuff. I’m surprised that virtual events are seen as ineffective by so many. Some of the online events I’ve attended have been impressive–provided that they are well run. Of course, combining tactics is more effective–such as a virtual event showcasing a new white paper. Either way, the story matters.