63% of North American B2B marketers say they’re much more or somewhat more successful with their content marketing now than they were a year ago, according to the new report, B2B Content Marketing 2018: Benchmarks, Budgets, and Trends—North America, released by MarketingProfs and Content Marketing Institute (CMI).
More than 9 in 10 organizations use content marketing, which is defined as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and reatain a clearly defined audience – and ultimately, to drive profitable customer action”. The most popular types of content that the B2B marketers use include:
- social media posts – excluding videos (94%),
- case studies (73%),
- videos (72%),
- ebooks / white papers (71%),
- infographics (65%),
- illustrations/photos (56%).
The top formats used to distribute content include email (93%), social media platforms (92%), blogs (79%), in-person events (56%), webinars/webcasts/visual events (55%).
53% of North American B2B marketers characterize their content marketing as moderately successful, 20% say that it’s very successful, and 4% claim it is extremely successful. 21% think it is minimally successful, and 2% declare it is not at all successful. Almost two-thirds of respondents — and 78% of top performers among them — claim they’re much more or somewhat more successful with their content marketing now than they were a year ago.
74% of respondents agree their organization values creativity and craft in content creation and production (compared with 88% of top performers). 70% of the top-performing B2B content marketers rate the project management flow during their content-creation process as excellent/very good, compared with just 36% of all those surveyed.