Many B2B marketers use content marketing to reach out to their prospects and customers, but new research shows that the most successful of the group are going above and beyond to achieve their objectives through content marketing.
The Content Marketing Institute, in partnership with MarketingProfs and SiteCore, recently published the “B2B Content Marketing 2020 Benchmarks, Budgets and Trends – North America” report, and statistics showed that 87% of the “most successful” B2B content marketers have content marketing strategies that are sophisticated in nature, compared to just 42% of all B2B content marketers – but what sets them apart?
About 69% of the “most successful” group have a documented content strategy, while just 41% of all respondents can say the same. Ninety-five percent of the “most successful” B2B content marketers also use metrics to measure their performance, while only 90% of all respondents claim to do the same.
Overall, 84% of the “most successful” group utilize content marketing to build loyalty with customers. Just 63% of all B2B content marketers said they also take this approach.
Video Grows in Demand as a Form of Marketing Content
As it turns out, B2B customers are seeking out a specific type of content from B2B marketers, according to previous research.
DemandGen published its “2019 State of Video and Interactive Content” report, and statistics found that the majority of B2B buyers (86%) actually prefer interactive content that they can access on demand.
When it comes to the most valuable assets, most buyers (51%) cited video. Nearly 80% stated that they would spend up to 20 minutes watching video content in one sitting.