This year's Content Marketing Academy and MarketingProfs released their 7th B2B content marketing benchmark, budget and trends - North American Studies. Although many studies are published every year, this is a study that I really analyze and review because it is full of insights and clearly shows the way B2B marketers are maturing.
This year's research is slightly different, with some new questions and parts, but overall, this year, compared to previous research, you can gain insight into how B2B marketing organizations succeed, and in many cases continue to be subject to content marketing disciplines. challenge.
It takes a village -
To my surprise, 55% of organizations have small teams [only one person] who are responsible for providing content for the entire organization. Less than 40% of respondents said they have specialized organizations and/or people throughout the organization.
Good content that attracts buyers and is consistent with the buyer's buying process is not easy to create. It takes time to understand your buyers, their pain points and challenges, and their buyer journey. According to CEB, in a typical B2B buying cycle, an average of 6.8 people participated in the buyer's committee, and everyone needed specific content related to their role.
In this case, how can only a few people or only one person create compelling content? In order for content to be properly completed and to generate value, there must be a dedicated team.
Measurement must be a priority -
When asked, "Is it clear that what is a valid or successful content marketing program?" Only 41% answered yes. Another 59% answered uncertainty or negation. Although this may be only 28% mature or complex, the need for measurement has never been more apparent.
According to the study, the following is true:
-
29% of B2B marketing budget for content marketing
-
39% of organizations will increase their content marketing spend
-
45% of people will spend the same amount this year next year.
If you don't understand the results, this is a considerable investment. While making relevant and compelling content is critical, understanding the impact of these investments on your organization is equally important.
The indicator does not meet the target -
Respondents to the study ranked potential customer generation as their primary goal for marketing efforts. However, when asked, "What metrics does your organization use to determine how effective its content marketing is?" Only 57% said they are measuring the quality of lead sales.
If the goal of the content is to generate demand, then simply measuring network traffic [78% as the primary indicator] will not give any indication of success or failure. If B2B marketers want to make progress in measuring value, they must measure results that are consistent with their goals.
-
How do you describe the success of your organization's current overall content marketing approach? 22% said very or very successful, 53% said moderate success [I'm not sure if the organization's goals are marginal]
-
How successful is your organization's overall content marketing approach compared to a year ago? 62% said they want to be a little more or more successful
There are improvements, but there is still a long way to go.
While 72% of organizations report that their content is more effective [web access is the leading indicator, but this is questionable], statistics on how the organization is related to content marketing are as follows:
-
Only 37% of B2B organizations have a documented content strategy [sorry, but if you say you have one, but it has a record, you have no strategy!!]
-
Only 22% of respondents indicated that their organizational content marketing methods are very or very successful
-
Only 28% of respondents indicated that their organization is either internal marketing or mature or mature
-
Only 34% of respondents indicated that their organization is very or very effective in achieving content marketing goals
With all the attention, the money invested and the time spent on the content, people will think that we will go further. Even more confusing is that 63% of respondents said their organization is very or very committed to content marketing.
I believe it's time now [I've said it many times before] that marketing leaders really want to look at this commitment to content, rather than investing in more content production, investing in deeper buyers, so that they can Content can be better information. At the same time, investing in better providing content marketers with the skills they need to perform their duties at the highest level.
Content marketing won't reach anywhere quickly, and it's necessary to get involved, develop and convert buyers and build customer relationships, but these numbers will remain the same year after year, or a drop indicates that we have a problem. I hope that 2017 [I said this in 2016] is the year that marketing leaders have taken the time to solve it.
Orignal From: B2B content marketing - it needs a village
No comments:
Post a Comment