More B2B marketers are finding opportunities via content marketing, but new research suggests that they still face challenges when it comes to achieving their top objectives.
Turtl and Forrester recently teamed up to conduct the “Interactive Content Experiences Help Marketers Better Understand Buyers, Cultivate Leads, and Close Deals” study, and statistics showed that 61% of B2B marketers who have implemented a content marketing platform have seen improved content performance. About 57% of the same group said they have seen an improvement in their ability to tie content assets to business outcomes.
That being said, B2B marketers still face a number of challenges when it comes to content. The majority (46%) said that they get plenty of insights but struggle to structure them appropriately. Nearly 43% claimed that they are unable to design experiences that give buyer feedback without developers’ time and expense, and 42% said that marketing is disconnected from the delivery of content.
Developing a Content Marketing Strategy
When it comes to B2B content marketing, previous research suggests that it may be in marketers’ best interests to utilize a more sophisticated strategy.
The Content Marketing Institute, in partnership with MarketingProfs and SiteCore, published the “B2B Content Marketing 2020 Benchmarks, Budgets and Trends – North America” report, and statistics indicated that 87% of the most successful B2B content marketers have strategies that are “sophisticated” in nature. This was compared to just 42% of all other B2B content marketers.
In addition, 69% of the “most successful” respondents said that they have a documented content strategy, compared to only 41% of all other B2B content marketers.