As B2B marketers focus on creating more content, new research shows that they expect to drive business with the assets they are developing, ultimately improving their bottom line.
Walker Sands recently published the “Future of Content 2019” report, and statistics showed that B2B companies’ top goal when producing content is boosting sales/converting customers (29 percent). This is followed by building relationships with new customers (19 percent) and increasing brand awareness (18 percent).
When it comes to engaging existing customers, 65 percent of B2B marketers rely on existing website content. However, 63 percent turn to social media content to attract new customers – only 58 percent of marketers said they use social media content to engage existing clients.
“For some brands, social may offer an avenue for reaching audiences that are inaccessible on other marketing channels,” wrote the authors of the report.
Marketers’ Reach on Social Media
As previous research shows, social media content may resonate more with certain demographics – particularly younger generations.
TELUS International published an infographic based on a survey of 2,038 millennials in the U.S. Statistics showed that while 24 percent of Americans said they provided feedback to companies they purchased from using social media channels over the past year, this percentage was higher – 38 percent – among millennials.
Almost one-in-five millennials prefer to leave positive feedback for a company they have purchased from on a company’s social media channels.