Nine out of ten B2B marketers in the United States are now using content marketing, and CMOs claim that it is second only to measuring return on investment in importance for their brands and businesses, a new infographic published by PR and marketing enterprise Puzzle Partner Ltd has highlighted.
The 12 Reasons To Boost Your B2B Content Marketing in 2017 resource shows that three-quarters of marketers are already planning to increase their investment in the distribution of valuable and relevant content that aims to attract and engage a clearly defined target audience across a variety of channels and platforms.
Content marketing has been critical to success in 2016, and that trend looks set to continue since 88 per cent of B2B marketers now use it. It’s having a positive impact on cost savings in revenue too, as content costs 62 per cent less than other forms of traditional marketing and generally triples the amount of leads.
Content consumption is also growing among B2B buyers — 47 per cent now browse between three to five articles on average before engaging with a sales person. More than half also rely more on this content to inform critical purchasing decisions compared to 12 months ago.
When looking at high-quality content across the web, B2B buyers trust white papers and case studies the most for purchasing decisions, though e-books, articles and blog posts, infographics and third-party reports are also popular.
The B2B companies that are enjoying the most success with their content campaigns are now allocating 42 per cent of their resources to the activity, and 75 per cent will spend more on it next year. This is primarily because content marketing is now able to increase the perceived value of the services and products that enterprises sell as well as being crucial for driving brand awareness.
Finally, the infographic highlights LinkedIn as the prime platform for marketing. A third of all business people globally have now signed up to LinkedIn, and almost half of those who consume content on the social platform occupy high-ranking positions at their respective companies. In addition, 94 per cent of marketers use LinkedIn in their campaigns, and it generates 80 per cent of B2B leads.