Content Marketing Institute Releases New 2017 Research on B2B Enterprise Content Marketing. It Finds Majority of the B2B Enterprise Marketers Still Focused More on Product Than Audience
Every action has an equal and opposite reaction. The Newton’s Third Law of Motion evidently holds true for B2B content marketing as well. Even as marketers continue to produce and share high-quality B2B branded content, the results are quite different than expected when it comes to measuring audience engagement. According to the latest research report by the Content Marketing Institute, a UBM company, too many B2B enterprise marketers are focusing on their brand rather than their audience while creating content. The report, titled as “B2B Enterprise Content Marketing 2017: Benchmarks, Budgets, and Trends—North America”, sponsored by KnowledgeVision, offers interesting insights into how enterprise marketers have changed their content marketing practices over the last year.
Key Findings Mentioned in the B2B Enterprise Content Marketing 2017
30% Content Marketers Live in a Haze About Content Marketing Success
The disparaging numbers in the way Content Marketing strategies are implemented across the organization could be blamed on the understanding of the stack. 45% Marketers are clueless about how enterprises measure Content Marketing Success!
63% Marketers Live the Challenge Without a Documented Workflow!
While 20% marketers acknowledge that their organizations have no documented work process for Content Marketing despite having plans to build in the next 12 months, a whopping 36% of the respondents say they run the mill without any documentation. Only a meager 38% content marketers beat the challenge with a well-documented Content Marketing strategy.
Content Marketing Maturity Level
Most B2B organizations assess their content maturity level based on the kind of integrations developed for the business. Only 2% of the respondents are identified as “Sophisticated”, while 26% companies are matured in the report. 10% companies are still taking new steps and considered as Content marketing newbies.
Analytics Tools and Dedicated Email Platform Key to Content Marketing
81% Marketers say that they use some form of analytics tools to measure marketing campaigns. 64% of them use automated email platform to distribute B2B content. The sad part is that content marketers are yet to fully leverage tools like Audience Persona, Content Management System (CMS) and Measurement/ KPIs dashboard to see ROI on their strategies and efforts.
Only 15% B2B Marketers Committed to Content Marketing
The report finds that most B2B enterprises know about the importance of content marketing but don’t take it too seriously. 11% respondents show very low commitment to content marketing.
Experience Leadership Teams and Individual Groups Impact Organization’s Content Marketing
According to the report, 28% of the companies belong to the matured phase of content marketing slope, with experienced leadership taking care of the branded content.
Nearly 40% of the respondents rely on a mix of team and individual content marketing groups to handle the efforts in the organization.
51% of the participants believe that experienced leadership changes in Content Marketing influence the organization positively.
Audience Versus Branded Content
53% of B2B enterprise marketers who responded to this annual content marketing survey say they agree that their organization is focused on creating content for their audience versus their brand. That’s a lot lower than the 69% of all B2B North American marketers we surveyed (across all industry types and company sizes) who focus on audience versus brand.
“We’d like to see more B2B enterprise marketers creating content for their audience versus their company’s products and services. Yet in all fairness, they may face internal pressures that prevent them from doing so,” explains Lisa Murton Beets, Director of Research, Content Marketing Institute.”However, it’s that laser-focus on putting the audience first that will sustain long-term content marketing success.”
31% companies did not attempt any structural change over the last 12 months
51% companies said that they have witnessed a positive change in their Content Marketing strategies post-leadership change. 31% said that they see no change.
What is astonishing here is the statistics that 18% respondents saw a negative impact in their content marketing approach due to leadership change!
Additionally, 54% of B2B enterprise marketers say their organizations are much more or somewhat more successful with content marketing than they were one year ago.
- 84% of B2B enterprise marketers who experienced increased success over the last year attribute that success to content-creation related factors (e.g., creating higher-quality content, becoming more efficient with content creation).
- 63% of B2B enterprise marketers can demonstrate, with metrics, how content marketing has increased their number of leads.
It is obvious that without specific ROI-measurement tool for Content Marketing success, CMOs may not be upbeat about investing more into martech tools. However, even with its current share of 22% in total martech spending, Content Marketing technology and tools will continue to drive B2B sales and lead conversions in 2017.