Studious

Studious

A blog from SoloPortfolio about content marketing.

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Biggest Study To Date of B2B Content Marketing

September 15, 2010 , , , ,

Out today: Junta42 and MarketingProfs have published the most comprehensive study of content marketing in the B2B space to date. The findings will surprise you.

I was thrilled when they asked me to participate as a co-author in June. Since then, we have been pouring over the data, analyzing how marketers are adapting to their new role as content authors and publishers. First, check out usage rates of different content marketing strategies, below. Social media, excluding blogs, is being used by nearly 80% of marketers. Can’t say you’re surprised, right? Other usage rates did, however, surprise (shock) me a bit. At nearly the bottom of the list: mobile content. For all the industry swooning over mobile, it’s just not there yet in B2B. 

So we know everyone is using content marketing as a core strategy. Even so, there exists what we call a “confidence gap” among B2B marketers. Marketers may be investing in content marketing, but they are somewhat in the weeds in terms of really understanding how to use tactics effectively. Look at the chart below.  Yes, you are reading that right: 69% of B2B marketers who use social media (and we know that approx 80% do), believe the tactic is not working for them. We really can’t be sure whether they believe the tactic isn’t effective, or whether they do not know how to measure effectiveness of social media… but I find it pretty astounding that 69% are declaring themselves social media wanderlings. Other often-used tactics don’t fare much better: blogs, videos, article posting and white papers all leave at least half of users dissatisfied.  In-person events seems to be the tactic with the highest degree of confidence. If you think about it, makes a lot of sense. Good old-fashioned face time. 

This “gap” finding points to the need for a lot more education among B2B marketers about how to use content effectively and measure results. This post is just scraping the surface… I’ll blog some more about the report findings this week, but in the meantime, get yourself over to Junta42 and download your copy. And let me know: do you feel confident about your content marketing strategy? Are there particular tactics you’ll be pulling back from in 2011? Why?

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September 16, 2010

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