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
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
Infographic - The Best Times and Days to Post to Social Media

Infographic - The Best Times and Days to Post to Social Media

With the social media landscape changing literally every single day, it's become a full-time job for social media managers to merely stay up-to-date on emerging and shifting trends and best practices. It's tedious, time-consuming, detail-oriented, and, quite frankly, a bit of a headache. But thanks to this new infographic, some guessing can be taken out of social media management.

Will Price
Will Price 21 September 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more