B2B Content Marketing: A Trend with Staying Power
It’s no secret that B2B content marketing is more prominent than ever in the minds of today’s marketers. However, there are still a handful of people who doubt content marketing and the exemplary ROI it can deliver. To these people I say, please remove your head from the sand and join the rest of us in reality, friends.
B2B content marketing hasn’t just made its way into marketing budgets, its kicked dated tactics down and laughed in their faces. The fourth annual B2B Content Marketing: 2014 Benchmarks, Budgets and Trends-North America report was released this week by the Content Marketing Institute and MarketingProfs, which cements the fact that B2B content marketing isn’t going anywhere.
The utilization of content marketing is consistently increasing.
The report shows that an incredible 93 percent of B2B marketers are taking advantage of content marketing. This number has increased as last year 91 percent of B2B marketers reported leveraging content marketing.
Confidence levels in content marketing efficacy are growing.
In last year’s report, 36 percent of marketers reported being effective at content marketing initiatives. This number has grown in this year’s report as 42 percent of B2B marketers stated they believe to be effective at content marketing.
Content marketing gets more room in annual budgets.
This year’s report shows 58 percent of B2B marketers have plan to increase content marketing budgets over the next 12 months. Compared to last year’s report, 54 percent of marketers reported to increase spending on content marketing.
Whether you are still a bit unsure of content marketing or you have a robust content marketing strategy in play, I encourage all B2B marketers to read the report in its entirety. Have your own thoughts on what content marketing has in store for 2014? I invite you to share your predictions below.