B2B marketers are seeing success with content marketing, and new research suggests that the virtual space has given them new opportunities to connect with customers.
The Content Marketing Institute recently published its “12th Annual B2B Content Marketing Benchmarks” report, and statistics indicated that most B2B marketers (55%) have been at least “moderately successful” with their content marketing strategy over the last 12 months. Furthermore, the majority of respondents (74%) cited the value of their content as the primary reason for their success.
Throughout the past year, virtual events/webinars/online courses (58%) have yielded the best results for B2B marketers in terms of content, topping the list of assets. These were followed by research reports (48%), short articles/posts (48%) and e-books/white papers (47%).
Focusing on B2B Content Amplification
Although more B2B marketers are now finding success with their content assets, previous research indicates that they could be doing more via amplification.
Converge conducted its “Content Amplification Report” to closely examine how B2B marketers are making sure their assets reach the appropriate audience. When asked, most B2B marketers (85%) admitted that they do not spend enough time on the amplification of their content marketing programs. Most respondents (80%) cited a lack of time as the reason for this shortfall.
The majority of B2B marketers (98%) claimed that they primarily amplify their content through social media. This is followed by blogs (94%) and email (77%).