10 Actionable B2B Content Marketing Insights From New Research

October 25, 2021

By Lane Ellis

Professional black women leading group of fellow B2B marketers around table image.

Where is B2B content marketing headed in 2022 and beyond?

Continuing an impressive and time-tested marketing tradition, the recently-released twelfth annual B2B Content Marketing Benchmarks, Budgets, and Trends research report from Content Marketing Institute (CMI), MarketingProfs, and ON24 offers up a bountiful array of insights for B2B content marketers, and helps us answer this key question and several others.

The 54-page 2021 edition provides a comprehensive look at how some of the top content marketers have been making an impact and achieving success during the past year, even with the unprecedented challenges we’ve all faced.

B2B content marketing is growing in importance, scope, and adoption by organizations of all sizes, and is poised to see further expansion in 2022 and beyond, as we’ll examine.

Let’s take a look at some of the insights and revelations from the research data that you can take action on and use today in your own B2B content marketing efforts, and include in your strategy for 2022 and well beyond.

1 — More B2B Content Marketing & Greater Success From Defined Strategies

The research’s own introduction summarizes as a key finding the significant success that content marketing has had in the B2B landscape over the past challenging year.

It should come as little surprise, as other recent research has also revealed that content-based business models are on the uptick, such as new report data from the Interactive Advertising Bureau (IAB) contained in its latest “The Economic Impact of the Market Making Internet” study, published every four years.

The new IAB data showed that over half of all U.S. advertising and media employment is now derived from the Internet, with a healthy proliferation of business based on content creation — a fact that is backed up throughout much of CMI’s recent research.

Having a documented content marketing strategy is a basic yet vital factor seen in the most successful organizations, with 62 percent of the survey’s top performers having a defined strategy in place, compared to only 40 percent of all content marketers taking part in the study, while just 11 percent of the least successful performers said that they had a documented content marketing plan in place.

2 — More Successful B2B Organizations Outsource, Use Content Marketing Tools

A majority of the top marketers in the research — some 57 percent — say that their organization outsources some content marketing functions, a statistic that meshes with the importance of creating best-answer content, whether in-house or in the form of a top award-winning outside agency such as TopRank Marketing.

While only half of marketers who describe their organizations’ approach to content marketing as minimally or not at all successful say that they use content creation, calendaring, or collaborative workflow tools, a hefty 83 percent of the most successful organizations did make use of such technology, the report noted.

3 — Measurement, …read more

Source:: Top Rank Blog

      

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