B2B Content Marketing Archives - Page 4 of 4

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

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 …

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The Latest Stats on B2B Content Marketing Outsourcing

According to the latest benchmark research, a majority of B2B marketers look to outside resources for help in developing and distributing their content assets. On average, these companies outsource 68% of their content development (writing and editorial) activities, 64% of their content asset design activities and 51% of their demand generation activities. They also outsource …

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

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 …

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Survey for The 2014 Benchmark Report on B2B Content Marketing

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 …

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Why “Unbiased,” “Impartial” and “Objective” Matter in B2B Content Marketing

Companies have always had limited credibility when it comes to hawking their own wares. Even branded content that would appear to be informational and educational in nature will likely be assumed to have a hidden agenda. It’s a different story, however, when the messages and content are coming from independent third-party sources. That is certainly …

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Harnessing the Power of Precision Content

Precision is a word we often hear in the context of modern-day military operations. News coverage brings a continuous stream of commentary about “precision bombing” campaigns. Officials often boast about the “pinpoint accuracy” of bombs dropped from Nighthawk stealth fighters and Mach 6 spy drones. In fact, precision seems to be the defining word of …

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Manufacturers Jump on the Content Marketing Bandwagon

When it comes to B2B content marketing for demand generation purposes, enterprise software companies have always been ahead of the curve. We should know. After all, members of our team have managed highly successful content marketing programs on behalf of hundreds of leading software providers. Recognizing the growing effectiveness of precision marketing using content marketing and …

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More B2B Marketers Customize, License and Repurpose Content Assets

Oracle Eloqua just published new research pertaining to B2B content marketing. One key finding revolves around the need to customize content marketing to different stages of the buyer journey and measure the results. According to the research, few B2B marketers currently excel, or are even performing sufficiently well, in these areas. The research suggests that …

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How “Vendor-Neutral” Content Influences B2B Purchase Decisions

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 …

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