The Content Marketing Institute (CMI) recently released its B2B Content Marketing 2013 Benchmarks, Budgets and Trends report, which highlighted some of the most important existing and expected trends in the content marketing sphere. Although the survey is derived from statistics based on businesses in North America, its findings are both interesting and applicable to companies across the globe. Here are some of the key facts and figures that your company needs to know.
- 91% of B2B respondents are using content marketing
- Content marketing accounts for 33% of marketing budgets – a significant increase on last year’s 26%
- B2B marketers use an average of 5 distribution channels, and Linkedin has over taken Twitter as the most popular option
- Research reports, videos, and mobile content are all on the rise
- Only 36% of marketers believe they are effective at content marketing
- The biggest challenge to marketers is not being able to produce enough content
- More than 50% of marketers intend to increase their content marketing budget over the next year
You may find yourself looking at all of these facts and figures and thinking “so what?”, but the CMI’s report raises three vital issues that every business should consider.
Firstly, if your company is one of the 9% of businesses that aren’t currently utilising content marketing, you’d better have a really good reason. It’s proven to be a great way to improve your online presence, build an increased number of indexed pages, and generate leads and sales. There’s a reason 91% of businesses are already using content marketing, and budgets are increasing year upon year – this report should cause you to consider why you’re not already on board.
Secondly, if you do already have a content marketing strategy, but like 64% of your fellow marketers, feel that it’s not as effective as it could be, it may be worth taking a look at your approach to social media. According to research from Inside View, 61% of US marketers use social media to increase their lead generation, and as the CMI’s report suggests, Linkedin generates more leads than more established platforms Facebook or Twitter. Look at the platforms you’re using to share your content, and focus your time on the ones that prove to be most effective. Whatever you do, ensure that social media plays a consistent part in your content marketing activities, because content and social media are a killer combo when paired correctly.
Finally, if you are one of the many marketers who believe that the biggest content marketing challenge is creating enough content, you could consider offloading some of that burden by partnering with Write My Site. We specialise in producing accurate, efficient and high quality content across all industry verticals, and we can produce as much content as you need, as often as you need it. To start overcoming the biggest content marketing challenge of 2012, call 020 8819 9535 or email [email protected] today.