Making a Splash with B2B Content Marketing Research

Posted September 21st, 2014

It’s been gratifying to see the far-reaching impact that our research on B2B content marketing and lead generation has had over the past two months. The insights have been featured in dozens of leading marketing and industry trade magazines and company websites (including, in just the last two days, an article in CMS Wire and several blogs, including one from Branding Media and one from Hunter Business Development, as well as a mention in and highlighted data featured in multiple presentations and infographics like the one below). The research has thus far been accessed by more than 6,500 marketers at companies both small and large, including one-third of the Fortune 500, as well as by more than 1,200 agencies and solution providers.

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B2B Content Marketers: A Lot in Common (But Also Some Key Differences)

Posted September 5th, 2014

The latest benchmark research suggests that B2B content marketers, regardless of company size, industry sector or geographic location, have an awful lot in common. For starters, and not surprisingly, they share the same motivations.

Indeed, companies across the board invest in content marketing for the same basic reasons: to raise brand visibility, to generate more (and better) leads, and to demonstrate thought leadership.

They also mainly rely on the same content distribution tactics (direct sales and account management outreach top virtually everyone’s list, followed by tweeting and blogging). They use the same performance metrics for tracking and measuring the success of their content marketing programs (with “number of leads” and “sales conversions” invariably ranking high for gated content assets). And they wrestle with most of the same challenges as they look to make a big splash (but, alas, often failing to do so) with their content marketing efforts.

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Now Available: The 2014 Benchmark Report on B2B Content Marketing and Lead Generation

Posted July 22nd, 2014

To what extent are B2B companies outsourcing content creation or licensing third-party content assets? How are they utilizing these assets? How much are they spending? How are they measuring performance? Are their investments paying off? What are the challenges? Who is furthest down the path?

The research findings and analysis that are featured in The 2014 Benchmark Report on B2B Content Marketing and Lead Generation help answer these and many other questions while providing B2B marketers with valuable guidance for taking their content marketing and lead generation activities to the next level.

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Survey for The 2014 Benchmark Report on B2B Content Marketing

Posted June 20th, 2014

While there is no shortage of good research out there on B2B content marketing (and we have highlighted some of it previously in this blog), we decided that it was time to conduct our own research study. That is a lot of what we do, after all, for our Smart Decision Guides – and survey-based B2B market research and analysis is what some of us at Starfleet Media have done professionally for the better part of our careers.

More importantly, we wanted to gather research data on certain topic areas (such as the value of licensing third-party content assets, the use of gated content assets and the tactics used to generate qualified leads from content assets) that the other major studies covered only peripherally or not at all.
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How “Vendor-Neutral” Content Influences B2B Purchase Decisions

Posted December 20th, 2013

A new benchmark report, The 2014 B2B Buyer Landscape, came out this week. The report focuses, in part, on how content assets like eBooks, white papers and infographics influence buyers’ purchase decisions.

Not surprisingly, the vast majority (82%) of senior executives who took the survey that served as the basis for the research said that content is a big driver of their buying decisions. The report also found that two-thirds (66%) of buyers agree that the winning vendor in a competitive buying situation provided higher-quality content than did the others. Most survey respondents also agreed that the winning vendor’s content was more conducive to building a business case for making the purchase.
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New Research Highlights the Need for Outsourced Content Marketing

Posted December 15th, 2013

A new research study further validates what those of us who have been in the B2B content marketing business for many years already know: that 1.) Content marketing is becoming the primary workhorse for building brand awareness and generating qualified leads; and 2.) A majority of B2B companies are struggling to create content assets that their prospects actually want to download and read.

According to the joint study, conducted by MarketingProfs and the Content Marketing Institute, 93% of B2B companies now rely on content marketing, including eBooks, whitepapers, infographics and research reports, for much of their brand-building and lead generation activities. In fact, B2B companies are now spending an average of one-third (33%) of their marketing budgets on content marketing, up from 26% in 2011, and 54% of them plan to increase their content marketing budgets next year.

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