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B2B Content Marketing Statistics

Elite Content Marketer developed an incredibly comprehensive article on Content Marketing Stats that every business should digest. There’s not a client that we don’t incorporate content marketing as part of their overall marketing strategy.

The fact is that buyers, especially business-to-business (B2B) buyers, are researching problems, solutions, and providers of solutions. The library of content that you develop should be used to provide all the details necessary to provide them with an answer as well as differentiate your products or services in the process.

Here Are 18 Key Statistics Associated With B2B Content Marketing

Let’s look at more B2B content marketing statistics to help you make an informed decision.

  1. In the last 12 months, 86% of B2B marketers report creating brand awareness, 79% have educated their audiences, and 75% have built credibility/trust.
  2. Successful B2B content marketers document their strategy and ensure that it’s cohesive with their business goals and target audience. Further, 44% of these top performers operate as a centralized content marketing group that works across the organization.
  3. 32% of B2B marketers lack a full-time person dedicated to content marketing. However, the number drops to 13% in the case of top performers. To see content marketing bear fruit, you need a dedicated team to dedicate themselves.
  4. Of course, you can outsource help for filling the gap in your skillset. Content creation is the most outsourced content marketing activity, with 84% of respondents likely to outsource it.
  5. When it comes to links, 93% of B2B content ends up attracting zero external links.
  6. In an analysis of over 52,892 B2B articles by BuzzSumo, 73.99% of content pieces (i.e. 39,136 articles) were below 1000 words. However, those between 1000 to 3000 words tend to produce higher evergreen scores, social engagement, and backlinks.
  7. You can add variety by creating video content as well. A survey of tech B2B buyers found 53% of respondents found videos as the most useful. They are also most likely to share them.
  8. Instead of creating video scripts from scratch, you can repurpose existing pieces. It’s a reasonably popular tactic among marketers as it saves time and money.
  9. When it comes to content marketing strategy, 88% of the most successful B2B marketers prioritize the informational needs of their audience over their organization’s sales/promotional message.
  10. If you’re a SaaS company, you need to craft content for all the stages of the customer journey. You need to consider what growth constraint content can alleviate, as Jimmy Daly put it, and create bottom of the funnel content to prevent dropoff.
  11. Sure social shares and links are hard to get because of extensive content creation. But social media and the organization’s website/blog are the top organic content distribution channels. Email closely follows.
  12. 46% of top-performing B2B content marketers leverage influencer/media relations (vs. 34% overall) and 63% guest post in third-party publications (vs. 48%). I have personally grown websites (including T.E.A. and the one you’re reading) through guest posts and would recommend them.
  13. You can also give paid distribution a shot. It was leveraged by 84% of respondents surveyed by CMI. Among those who used paid distribution, 72% used paid social. So you can give it a shot.
  14. You need to attribute metrics to measure the success of your content and ensure it gives a positive ROI. Marketing Charts found that 69% of B2B organizations will focus on measurement and analytics in 2020.
  15. Of the 80% B2B marketers using metrics to measure content performance, 59% are doing an excellent or outstanding job at demonstrating ROI.
  16. If you’re yet to measure your content marketing efforts, then start with understanding the top 10 most tracked Google Analytics metrics here. You can also begin with email engagement as it tops the metrics B2B marketers track.
  17. While over 40% of B2B organizations are likely to invest MORE time and money on content marketing in 2020, their top priority isn’t quantity. 48% of B2B content marketers will focus on the quality of their audience and conversions.
  18. The good news is that even large B2B organizations that are successful with content marketing don’t have a budget of a million dollars. 36% of surveyed marketers report an yearly budget of less than $100,000. The average annual budget comes to $185,000 for all respondents however, it does take around $272,000 even for a small organization to report a content marketing success.

Elite Content Marketer collaborated with Graphic Rhythm to compile the key stats from their article into this infographic:

covid 19 b2b impact content
top performing b2b content marketing strategies
social media b2b content marketing

Douglas Karr

Douglas Karr is CMO of OpenINSIGHTS and the founder of the Martech Zone. Douglas has helped dozens of successful MarTech startups, has assisted in the due diligence of over $5 bil in Martech acquisitions and investments, and continues to assist companies in implementing and automating their sales and marketing strategies. Douglas is an internationally recognized digital transformation and MarTech expert and speaker. Douglas is also a published author of a Dummie's guide and a business leadership book.

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