Currently, 93% of B2B marketers are using content marketing, so you likely understand that it’s an important investment. However, having a strategy is essential for a successful campaign. What sets effective B2B content marketers apart from the ineffective ones? What insights do other B2B marketers have that you might not be aware of?
These questions were answered in an infographic created by LinkedIn, which highlights noteworthy survey results from a report by the MarketingProfs and the Content Marketing Institute.
According to these results, there’s a disparity between successful B2B content marketers and their unsuccessful counterparts. For example, 66% of the most effective content marketers have a documented content plan; meanwhile, only 11% of least effective content marketers have an acknowledged content strategy in place.
I encourage you to reflect on the following data to see where you need to improve as a B2B content marketer and leader:
Differences Between Successful and Unsuccessful Content Marketers
Aside from documented content plans, there are other traits that differentiate successful content marketers from those who are unsuccessful:
Have challenges with creating attractive content
Successful Content Marketers (35%)
Unsuccessful Content Marketers (61%)
Willingness to spend money on content marketing
Successful Content Marketers (39%)
Unsuccessful Content Marketers (16%)
Administering a content marketing planner
Successful Content Marketers (86%)
Unsuccessful Content Marketers (46%)
Spreading The Message
Seventy-eight percent of successful content marketers have increased the content they’ve created this year compared to last year. What’s interesting to note is that infographics are on the rise – 51% of B2B marketers are utilizing them today, which is an increase from last year’s percentage at 38%.
The Most Effective Social Media Platforms
According to the infographic, 91% of B2B marketers prefer LinkedIn as their content distribution platform. The following are top social media platforms used by B2B marketers:
- LinkedIn (91%)
- Twitter (85%)
- Facebook (81%)
- YouTube (73%)
- Google+ (55%)
- SlideShare 40%)
- Pinterest (34%)
- Instagram (22%)
- Vimeo (22%)
- Flickr (16%)
Content Marketing Tactics Uncovered
This year, the average number of content marketing tactics used was 13, up from last year’s 12. The infographic shows that social media platforms are the most popular, with 87% of B2B marketers using them. Articles on company websites, email newsletters, and blog posts follow, used by 81%, 80%, and 76% of B2B marketers, respectively. On the lower end, less popular tactics include print magazines (35%), eBooks (34%), books (30%), and mobile apps (28%).
Measuring Confidence
Brand recognition, generating leads and gaining new customers are some of the goals behind content marketing campaigns. Nevertheless, it’s important to understand what a successful B2B content marketer considers as a large “pay-off”. Here are some marketing techniques that B2B content marketers have confidence in:
Events (in-person)
Believe it’s the most successful (70%)
Believe it’s the least successful (30%)
Case studies/examples
Believe it’s the most successful (65%)
Believe it’s the least successful (35%)
Videos
Believe it’s the most successful (63%)
Believe it’s the least successful (37%)
Webinars
Believe it’s the most successful (63%)
Believe it’s the least successful (37%)
Blog posts
Believe it’s the most successful (62%)
Believe it’s the least successful (38%)
Click on the image below for the full infographic. You’re welcome to share your thoughts on this question: Do you agree or disagree with the differences between effective and ineffective B2B content marketers?
