WRITERS. DESIGNERS. The continuing growth of B2B content-marketing may provide new opportunities for writers, designers, and other content producers.
According to a study recently published by the Content Marketing Institute and MarketingProfs, 93 percent of B2B marketers in North America are using content marketing. Seventy-three percent of these respondents are producing more content than they were a year ago and 58 percent plan to increase their budget for content marketing over the next 12 months.
Entitled “B2B Content Marketing: 2014 Benchmarks, Budgets and Trends–North America,” the report publishes findings from the fourth annual Content Marketing Survey conducted by the Content Marketing Institute and MarketingProfs. More than 1,200 B2B marketers in North America from diverse industries and a wide range of company sizes responded to the survey in July and August 2013.
Here are a few key findings:
Compared to last year, marketers are using more content tactics (13 compared to 12) and more social-media platforms to distribute content (6 compared to 5).
The types of tactics used has remained relatively constant. The ten most popular tactics are:
- social media (87 percent)
- articles on their own website (81 percent)
- e-newsletters (80 percent)
- blogs (76 percent)
- in-person events (76 percent)
- case studies (73 percent)
- videos (73 percent)
- articles on other websites (68 percent)
- white papers (64 percent)
- online presentations (63 percent)
Large B2B companies outsource content creation more frequently than small companies: 72 percent of large companies (1000+ employees) use a mix of in-house and outsourced professionals for content creation. Only 33 percent of small companies (10 to 99 employees) outsource some of their content-creation work.
Writing and design are the two functions most likely to be outsourced: 64 percent outsource writing; 54 percent outsource design; and 22 percent outsource editing.
Other functions that B2B marketers outsource include content distribution/syndication (30 percent), measurement/analytics (22 percent), content planning and strategy (8 percent), and the creation of buyer personas (5 percent).
The Organizations Behind the Research
Content Marketing Institute is a content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling.
One way to learn what B2B clients are expecting to achieve with content marketing is to read the newest book by CMI founder Joe Pulizzi. The book’s title alone explains a lot: “Epic Content Marketing: How to Tell a Different Story, Break Through the Clutter, and Win More Customers by Marketing Less.”
MarketingProfs is a marketing education and training company that offers actionable know-how to more than 600,000 MarketingProfs members.
The research study was sponsored by Brightcove, a global provider of cloud services for video. Brightcove cloud content services can be used to operate video services across PCs, smartphones, tablets, and connected TVs.