Now that the year is wrapping up, it’s time to assess your business goals for 2014 – including your B2B marketing campaigns.

Please remember not to ignore content marketing as you reevaluate your marketing plans. I came across an intriguing infographic by the Content Marketing Institute that explains why. In the Institute’s study of 1,217 respondents, content marketing continues to be top of mind. Ninety-three percent of B2B marketers are still relying on content marketing; 30% of B2B marketing costs are relayed to content marketing and 58% of companies plan to up this budget in 2014.

What’s more, 73% of B2B companies in the Content Marketing Institute study admit to increasing their content marketing from last year; 42% believe content marketing has been an effective route. These numbers prove that content marketing is king; here are some more stats, which were reported by the Content Marketing Institute:

The Key To Creating Successful Content Marketing

  • 35% of B2B leaders say their key is to create engaging content
  • 86% of companies hire someone to manage their content marketing
  • 66% swear by a specific strategy

Top 7 Ways Companies Are Engaging Their Audiences

  1. Social media – 87%
  2. Articles specifically posted on their company website – 81%
  3. E-newsletters – 80%
  4. Blogs – 76%
  5. Live events – 76%
  6. Case studies – 73%
  7. Videos – 73%

Note: The Content Marketing Institute has reported that there’s been a surge in using infographics. According to the Institute, 38% of B2B companies in 2012 created infographics; this percentage rose to 51% in 2013. Also, B2B marketers tend to use 6 social media platforms. The top four include: LinkedIn (91%), Twitter (85%), Facebook (81%) and YouTube (73%).

Customizing Content Through Segmentation
Content marketing is segmented by these methods, according to 95% of marketers in the Institute study:

  • Trends relating to their trade – 65%
  • Profiles of influential personalities – 59%
  • Company features – 55%
  • The buying cycle – 43%

Factors That Drive Successful Content Marketing
Brand recognition, gaining new customers and lead generation are top goals that encourage B2B marketers to succeed. (Note: The Content Marketing Institute has reported that lead generation is the top reason why 93% of B2B content marketers build effective content marketing.) Content marketing success is frequently measured via web traffic, the value of sales leads and social media distribution.