As we continue to interview marketing leaders, research online trends, and see the results of our own efforts to assist our clients, there's no doubt as to the power of content marketing for B2B acquisition efforts. Businesses are researching their next purchase online more than ever.
The problem, though, is that companies are producing so much ineffective content. When successful B2B marketers were asked the reason why their content marketing worked, 85% scored higher quality, more efficient content creation on top. We continue to push a content library approach with our own clients where we document the opportunities and gaps in their content, and work to produce a defined, high-quality spectrum of topics.
What is Content Marketing?
A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.
47% of B2B marketers stated they have challenges in devoting resources to their content marketing strategy We see this as well with our own clientele and have worked to streamline processes to reduce the burden on our clients.
For instance, we have one client who we schedule one morning each month to record multiple podcasts. Simultaneously, we also record them on video. We then master the podcasts, produce the videos, pass them onto our writers, produce articles for owned and earned media, and then assemble the results automatically in a weekly newsletter. This efficiency results in a fraction of time spent on content development and even boosted engagement because of the alignment across channels.
Companies need not look for additional funding or resources for content marketing when the majority of their content isn't actually producing results. If companies, instead, reduced the volume of poorly produced content and focused on highly engaged, relevant, and desired content, they could actually save time and increase the impact of their efforts.
According to the Content Marketing Institute, 39% percent are planning to increase their content marketing spending over the next twelve months
With the ever-changing landscape of content marketing, keeping up with the latest techniques and tools has become imperative, that is why more and more companies are now brainstorming to make their strategy as effective as possible in the years to come. These companies are more than willing to spend large sums supporting their marketing plan this coming year. GroupM predicts that the total marketing services expenditures worldwide will past the $1 trillion thresholds for the first time in 2017. Jomer Gregorio, Digital Marketing Philippines
Here's the incredibly informative infographic, B2B Content Marketing Trends in 2017.