Content marketing deployment continues to increase, according to new research published by eMarketer that shows that 84% of enterprises in the US published articles, blogs, videos, infographics and other resources across digital media channels in 2018.
While content marketing has been used by the vast majority of companies for some time now, its usage continues to rise steadily. Last year, 83.5% of brands with 100 or more employees created and distributed content, and that figure is set to rise to 84.5% in 2019.
The latest data supports the insights uncovered in eMarketer’s latest B2B content marketing report, which found that companies are using content as a foundation for both driving leads and engagement and empowering buyers to educate themselves as they move through the buying cycle.
B2B consumers are generally more methodical in their approach to content, so longer-form editorials and white papers are ideal for keeping them hooked while providing value. The study also found that successful content campaigns do not operate in isolation and are instead integrated across the enterprises for better results.
“For B2Bs, content is a vehicle to engage their audience of prospective buyers and customers across the life cycle,” eMarketer’s Senior Analyst Jillian Ryan said. “When planned strategically, content can work hard for B2Bs throughout the funnel. For example, it can serve as an awareness building mechanism to bring new decision-makers into the fold through lead generation. But it also has the ability to educate and enable existing customers.”
In a separate study by The Manifest, brands said that creating more original content and incorporating more visual components were their primary goals.