Six in ten B2B marketers have increased their spend on written digital content, including articles and blogs, during the last 12 months, according to the latest “Benchmark, Budgets, and Trends” report published by Content Marketing Institute (CMI).
The annual study offers a unique snapshot of the B2B marketing industry and uncovers key trends that brands can take on board and use in their own campaigns in the year ahead. The headline takeaway is that the “audience first” approach to creation is the best for achieving success.
A staggering 90% of B2B top performers said that they put the needs of end users before promotional messages and company sales. Those that do so are also better at building trust, as 96% in this group said that their audience looks up to them as a credible and trusted resource.
The good news is that anyone can get on board and use content in a positive way. More than two-thirds of all B2B marketers said that content marketing has been successfully deployed to enhance credibility with an audience, and CMI noted that “consistent”, “personal” and “cumulative” should be the “essential traits” in any successful strategy.
Meanwhile, keeping on top of changes to search engine and SEO algorithms is now the number one issue for B2B enterprises, while a fifth are looking to increase spending on outsourcing content activities in 2019. More than half will also spend more on content creation.
“It’s terrific to see how many content marketers are putting the audience first,” CMI’s Research Director Lisa Murton Beets said.