85% of B2B Marketers Not Spending Enough Time on Content Amplification

As B2B marketers look for more ways to get their content into the hands of customers and prospects, new research suggests that they may want to focus their efforts on amplification.

Converge recently published the “Content Amplification Report” to determine how B2B marketers are ensuring that their content reaches their target audience. At the moment, the majority of B2B marketers (85%) say that they are not spending enough time on amplification in their content marketing programs. Most respondents (80%) claimed that they do not spend enough time on content amplification due to a lack of time.

In terms of how B2B marketers are amplifying their content, the majority (98%) said through social media. This was followed by blogs (94%) and email (77%).

Using Social Media to Achieve Marketing Objectives

This is not the first batch of research to suggest that marketers are turning to social media to promote content. Social media is being integrated into many marketers’ overall strategies, according to previous data.

Influencer Marketing Hub conducted its “Social Media Benchmark Report 2021,” and statistics indicated that 44% of marketers utilize social media to promote their content. Most marketers (69%) use it to develop more brand awareness for their company.

Just 40% of respondents said that driving sales was the primary purpose of their social media marketing strategy. In regards to important factors that impact marketers’ approach to social media marketing, performance-to-date (59%) is at the top of the list.

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Rebecca Johnston-Gilbert' — Rebecca Johnston-Gilbert, Marketing, Postman

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