Article

Gillian Ivory
Gillian Ivory 20 November 2015
Categories Content

Content Marketing Is Kicking With US B2Bs Planning For 2016 Now

Research highlights where B2B content marketers will focus in the year ahead.

A study by the Content Marketing Institute in partnership with Marketing Profs highlights where the priorities for B2B marketers in the US lie for the year ahead. It also looks at how they have fared with content marketing in 2015.



This infographic summarises some of the most interesting findings.

Content Marketing Survey 2015 Infographic


While on average companies currently spend 28% of the overall marketing budget (excluding staff costs) on content marketing, 51% expect that figure to increase for 2016.


The greatest focus for content creators will be to mould content that engages, understand what is and isn’t working, find better ways of repurposing what’s already in existence, and to get more visual.


76% of companies also believe they will increase the amount of content they produce next year.

Content Marketing Goals


The most important content marketing goals for the next 12 months, in order of importance, are:

  • lead generation
  • sales
  • lead nurturing
  • brand awareness
  • engagement
  • customer retention/loyalty
  • creating brand advocates
  • upselling/cross selling.


Biggest Content Marketing Challenges


The toughest issues companies have had with content marketing programmes this year include producing truly engaging content, measuring content effectiveness and ROI, producing consistently and a lack of budget.

Content Marketing Metrics


When it comes to metrics, what’s most commonly used isn’t what’s deemed to be most effective. While in the past measuring content marketing ROI has largely been done by looking at web traffic and SEO rankings, the most important metrics are considered to be sales lead quality, sales and higher conversion rates.

Top Content Tactics


The top four tactics or formats used currently for B2B companies are social media content, case studies, blogs and eNewsletters.

YouTube Is Moving Up


LinkedIn, Twitter and Facebook, in that order, are still the most commonly used social media platforms to promote B2B companies. However, when asked what they believed to be most effective, companies put YouTube rather than Facebook in third place. Instagram has also gained ground since the same study was carried out last year.

Takeaway


For a more in-depth analysis, read the B2B Content Marketing 2016: Benchmarks, Budgets and Trends – North America in full.


For an infographic on similar research carried out in the UK last year take a look here.

 

Original Article

 

Read More About Content Marketing

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Navigating the Future of Personalized Marketing with AI

Navigating the Future of Personalized Marketing with AI

In a world where seventy-one percent of consumers expect companies to deliver personalized interactions. And seventy-six percent get frustrated when this doesn’t happen. Personalization is no longer a luxury; it’s an...

Nick Watt
Nick Watt 21 September 2023
Read more
The Future of Ecommerce with the Metaverse

The Future of Ecommerce with the Metaverse

In a discussion on digital marketing and emerging trends, an aspiring digital marketer raised an intriguing question: "What does the future hold for e-commerce with the rise of the Metaverse?"

Mahboob Ali
Mahboob Ali 30 August 2023
Read more
The Sound of Success: Sonic Branding's Impact on Modern Marketing

The Sound of Success: Sonic Branding's Impact on Modern Marketing

Sonic branding, the practice of creating unique and memorable sounds to represent a brand, is emerging as a critical strategy in the modern marketing landscape. Whether it's a jingle that sticks in your mind or...

Domenique Comparetto
Domenique Comparetto 14 September 2023
Read more
Streaming Society: The Social Impact of Live Streaming in the Digital Age

Streaming Society: The Social Impact of Live Streaming in the Digital Age

This article delves into the social impact of livestreaming, analyzing its influence on communication patterns, community formation, celebrity culture, mental health, and economic opportunities.

Sim Johnsons
Sim Johnsons 1 September 2023
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

Whether you're a startup or an established business, the company website is an essential element of your digital marketing strategy. The most effective sites are continually nurtured and developed in line with...

Digital Doughnut Contributor
Digital Doughnut Contributor 7 January 2020
Read more