2018 B2B CONTENT MARKETING TRENDS [PDF]

MZLTD.COM. 9% DO NOT. 91%. OF B2B RESPONDENTS. USE CONTENT. MARKETING. INSIGHTS. 2018 B2B CONTENT. MARKETING TRENDS. REP

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Idea Transcript


INSIGHTS

2018 B2B CONTENT MARKETING TRENDS REPORT

91%

OF B2B RESPONDENTS

USE CONTENT MARKETING

9% DO NOT

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

B 2B O R G A N IZ AT I O N S ’

COMMITMENT TO CONTENT MARKETING 20% EXTREMELY

36% VERY 36% SOMEWHAT 6% NOT VERY 1% NOT AT ALL

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

B2B MARKETERS’

RATE THE SUCCESS

OF CONTENT MARKETING EXTREME 4%

HIGH 20%

MODERATE 53% MINIMAL 21% NONE 2%

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

70–75% OF BUSINESSES Interestingly 70–75% of businesses rate their commitment as well as their success as Moderate or Very, suggesting commitment levels are closely tied to overall success measurements.

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

SUCCESS COMPARED WITH ONE YEAR AGO

18% MUCH MORE

45% SOMEWHAT MORE 26% ABOUT THE SAME 3% SOMEWHAT LESS 1% MUCH LESS 7% DOES NOT APPLY

18%

70+%

We’re doing great! Content marketing effort could be improved

Only 18% of respondents reported they are successfully creating and distributing valuable, relevant and consistent content. The majority of respondents (70+%) feel their content marketing efforts could be more effective in the future.

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

FACTORS CONTRIBUTING TO SUCCESS OVER THE LAST YEAR 78%

Content Creation Strategy

72% 50%

Content Distribution

49%

Content Marketing has become a greater priority

46% 39% 35%

Spending more time on Content Marketing Management/HR Content Measurement

MARKETERS HAVE MADE CONTENT MARKETING A GREATER PRIORITY (49%) by spending more time (46%) creating strategic (72%), higher-quality (78%) content, targeted (50%) at their audience.

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

PERCEN TAGE OF

B2B MARKETERS WITH CONTENT STRATEGY

37%

Yes, and it is documented

38%

Yes, but it is not documented

19% No, but plan to have one within 12 months

6%

No, with no plans to have one within 12 months

While 75% of B2B marketers report having a marketing strategy, only half of them have documented their strategy.

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

TOP 5 TECHNOLOGIES B2B MARKETERS USE FOR CONTENT MARKETING PURPOSES 87% ANALYTICS TOOLS 70% EMAIL MARKETING TECHNOLOGY 63% CONTENT MANAGEMENT SYSTEM 55% MARKETING AUTOMATION SOFTWARE 43% WEBINAR/ONLINE PRESENTATION PLATFORMS

Respondents use a plethora of technologies to manage their efforts: All respondents reported using an average of 4 technologies as compared to the Most Successful respondents using an average of 5.

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

TOP 6 TYPES OF CONTENT B2B MARKETERS USE

FOR CONTENT MARKETING PURPOSES 94%

Social Media Posts Case Studies

73%

Videos (pre-produced)

72%

Ebooks/White Papers

71% 65%

Infographics Illustrations/Photos

56%

Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers (50%), email (74%) and LinkedIn (78%) as most effective at helping their organizations achieve specific objectives.

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

TOP 6 SOCIAL MEDIA PLATFORMS B2B MARKETERS USE FOR CONTENT MARKETING PURPOSES

LINKEDIN TWITTER FACEBOOK 60%

YOUTUBE 30% 28%

INSTAGRAM GOOGLE+

Businesses are using social media, not just LinkedIn, to gather prospects and customers, to listen and to respond.

MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT

CONTENT MARKETING METRICS

77% 72%

increased audience engagement

increased number of leads

More than 70% of respondents agreed they can demonstrate, with metrics, how content marketing has increased audience engagement and their number of leads.

Source: 2018 B2B Content Marketing Trends: North America: Content Marketing Institute/MarketingProfs

MZLTD.COM

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