This year's content marketing institute and marketing professional announced the seventh B2B content marketing benchmark, budget, trend - North American survey. There are many studies published every year, but this is insightful and shows a very clear picture of where the B2B marketer matures, so it is actually analyzed and reviewed.
In this survey this year there were several new questions and sections, but this year we will provide insights on how the B2B marketing organization succeeded and in many cases will continue to challenge content marketing discipline It is compared to the previous survey overall.
that is,
It was surprising that 55% of organizations have a small team (only 1 person) who is responsible for providing content throughout the organization. 40% or less of the survey respondents say they have people through their own organizations and organizations.
It is not easy to attract buyers' attention and to create good content along the buyer's purchasing process. It takes time to understand your buyers, their pain points and challenges, and buyers' journey. According to CEB, in a typical B2B purchasing cycle, an average of 6.8 people participating in the purchaser committee are seeking specific content related to that role.
In this case, how is it expected that only informative or only persons can produce attractive content? A dedicated team is necessary to ensure that the content is done properly and create value.
For measurement,
"Are you sure what an effective and successful content marketing program is like? Only 41% answered" yes. " The other answered that 59% is uncertain. Only 28% of these may be mature or sophisticated, but the need for measurements has never been revealed so far.
According to this study, the following applies:
- 29% of B2B marketing budget is spent on content marketing
- 39% of organizations increase content marketing expenses
- This year 45% will use the same amount next year
It can be done without understanding the results. It is important to produce highly relevant and engaging content, but even if it is not important to know the impact of these investments on the organization is the same.
Metric does not match target -
Survey respondents cited the lead generation as the primary goal of marketing activities. However, "Does your organization use which metrics to determine how content marketing is doing? Only 57% of respondents say that they are measuring sales lead quality doing.
If the content goal is to generate demand, simply measuring web traffic (78% as a key indicator) will not indicate success or failure. If a B2B marketer improves the measurements, it is necessary to measure marketing personnel according to the goal.
- How do you characterize the success of your organization's current global content marketing approach? 22% very or very successful, 53% moderately successful (I am not convinced that the goals of the organization are marginal)
- How is the success rate of your organization's current global content marketing method compared to one year ago? 62% was more or less successful
There are improvements, but it is still a long way to go
72% of organizations report the effectiveness of the content (Web visit is a major indicator that doubts this), the statistical information that tells the truth about how an organization organizes content marketing is as follows.
- Only 37% of B2B organizations have a documented content strategy (I'm sorry, if you say that you have it, but if it is documented,
- The only 22% say that the organization is approaching content marketing, but it is very successful
- Only 28% of respondents said the organization is refined or mature in content marketing
- Only 34% are very effective for organizations to achieve content marketing objectives
Paying all the attention, investing money and considering the time spent on the content, you probably will go further. What is puzzled by such low figures is that 63% of respondents say their organization is very or very committed to content marketing.
I believe that marketing leaders truly see their commitment to this content, not to invest in more content production, but to invest in understanding the buyers to understand the contents at the level level (I I have said many times so far). Better information. At the same time, we will invest in content marketers to make sure that the required skills are more effective and equipped, and can play a role at the highest level.
Content marketing does not go soon at any time, it is necessary for buyer involvement, training, conversion, and customer relationship establishment, but each year it shows that the number flattened or there is a problem. Hopefully in the year 2017 (I said this in about 2016) marketing leaders are taking time to deal with it.
