As B2B marketers look for more efficient ways to engage prospects, new research suggests that content marketing is growing in importance to them.
Chief Marketer recently published its “2023 B2B Marketing Outlook Survey,” and statistics indicated that most B2B marketers (62%) claim content marketing produces leads with the highest return-on-investment (ROI). In terms of the types of content that effectively move prospects through the funnel, the majority of respondents (59%) cited articles/blogs. This was followed by video (52%), reviews/testimonials (48%), and events (41%).
Despite the ROI of content marketing, however, many B2B marketers are still lagging when it comes to integrating personalization tactics. Approximately 46% of respondents stated that they have not implemented personalization in combination with content marketing tactics.
B2B Marketers Begin to Find Content Marketing Success
Many B2B marketers have yet to unlock the full potential of content marketing through means, such as personalization. However, previous research indicates that they have continued to find new avenues of success with content in general.
The Content Marketing Institute released the 13th edition of its “B2B Content Marketing: Benchmarks, Budgets, and Trends” report, and data suggested that most B2B marketers believe their organization has been at least “moderately successful” with content marketing over the past 12 months. Approximately 25% claim that their business has been “very successful,” and 4% say they’ve been “extremely successful” with content marketing. Over the past year, most B2B marketers (71%) say that content marketing has become “more important.”
“If one theme emerged from this year’s annual research it was this: It’s time for organizations to finally give content marketing the investment it deserves, staff it accordingly, and reap the rewards,” wrote the authors behind the report.