A new study on B2B content marketing shows 82% of marketers plan to increase their content creation efforts in the upcoming year. The study was conducted by Holger Schulze using 815 survey responses from the B2B Technology Marketing Community on LinkedIn. The majority of marketers plan to use content creation to generate leads, while thought leadership and customer acquisition were also key objectives. Marketing automation was shown to heavily influence the decision to add additional content, with a 43% year-over-year increase in the use of marketing automation platforms.
The study also highlights a number of different problems marketers face in creating content. Schulze observed “the number one content marketing challenge is having enough time and bandwidth to create content.” While many marketers realize the importance of creating additional content, certain restrictions such as limited budgets and a lack of writers dictate the amount they are able to produce. Creating shareable material was another common problem, with 49% of people listing “producing truly engaging content” as their biggest challenge.
In order to attain positive results, marketers have begun to produce content in a wide variety of formats. The study shows that 80% of respondents find customer testimonials, case studies, and in-person events to be highly-effective tactics. On the other hand, only 30% of marketers believe print magazines are effective. Games, printed books, and podcasts were even less popular, with a dismal 20% approval rating.
Overall, the study shows that despite the inherent challenges, marketers will look to increase their content marketing efforts in the coming year.