Only 16% of B2B Marketers Target Revenue as a Top Goal of Content Marketing

In a new study titled B2B Content Marketing Spotlight Report sponsored by BrightTalk, IDG Enterprise, io integration, and SpiceWorks, participants stated that they weren’t creating content to generate revenue: just 16 percent said revenue generation was their top goal for content marketing. This is likely due to the fact that most marketers know that it takes several instances of brand exposure before a prospect ends up buying a product or service, according to Webbiquity.

Top Content Marketing Goals

Some of the top goals for creating content were lead generation (59 percent), thought leadership (43 percent), brand awareness (40 percent), and lead nurturing (33 percent). The two lowest reported goals were social media engagement (9 percent) and channel enablement (3 percent).

Common Types of B2B Marketing Content

The ten most common types of content created by the study participants were:

  1. Blogging
  2. Social Media
  3. Case Studies
  4. White Papers
  5. Press Releases
  6. Customer Testimonials
  7. eNewsletters
  8. Videos
  9. Online Articles
  10. Webinars/Webcasts

Is content created internally?

For the vast majority of those surveyed (92 percent), the answer was yes. Thirty-eight percent also reported that they curate or syndicate third-party content, and 22 percent accepted user-generated content. In addition, internal content creation was mostly the responsibility of the corporate marketing department (53 percent), whereas the Product Marketing department (39 percent) and Subject Matter Experts (36 percent) were also the other top sources of internal content generation.

B2B Marketing Report Findings

Overall, the study also found the following trends:

  • ROI of content marketing is still difficult to measure.
  • LinkedIn is the most effective social media platform for B2B.
  • Most agree that it is difficult to find the time and resources to create content.
  • Lead generation continues to be an important driver for content creation.
  • Documented content strategy makes campaigns much more effective.

The report can be viewed via Slideshare below:

Featured image via Pixabay.

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