12 content marketing strategy statistics …...2017/01/26  · 12 content marketing strategy...

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12 CONTENT MARKETING STRATEGY STATISTICS THE SUPPLY CHAIN SHOULD SEE YOUR CUSTOMERS USE VENDOR CONTENT IN THEIR PURCHASING DECISIONS, AND YOU NEED A STRATEGY TO REACH THEM — OR YOUR COMPETITORS WILL. CONTENT MARKETING EFFECTIVENESS INCREASES WITH: iI of B2B buyers say content that speaks directly to their company is the single-most influential aspect of a vendor’s website. iii of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson. i of B2B buyers rely more on content to research and make B2B purchasing decisions than they did a year ago. i YOUR CUSTOMERS WANT CONTENT. White Papers Webinars Case studies eBooks Blog posts Infographics Third-party/Analyst reports Video/Motion graphics 82% 78% 73% 67% 66% 66% 62% 47% 36% Interactive presentations TYPE OF CONTENT BUYERS HAVE USED IN THE PAST 12 MONTHS TO MAKE B2B PURCHASING DECISIONS: i IT’S IMPORTANT TO CLEARLY DEFINE YOUR STRATEGY AND GOALS. of B2B buyers are willing to consider vendor-related content as trustworthy. i Experience - experienced marketers say they are effective A documented content marketing strategy A documented editorial mission statement Organizational clarity on what content marketing success looks like Daily or weekly content marketing meetings of those who do not document their strategy feel their content marketing is effective. iI O N LY 13% YOUR STRATEGY SHOULD CLEARLY DEFINE YOUR TARGET AUDIENCE AND THEIR NEEDS. WHAT MAKES CONTENT MOST EFFECTIVE? iv 96% $32.3 billion is the expected growth of the marketing software market in 2018. vii Audience relevance Engaging & compelling storytelling Triggers a response/ Action 58% 57% 54% YOUR COMPETITORS ARE USING CONTENT TO WIN OVER POTENTIAL CUSTOMERS. 88% of B2B organizations in North America use content marketing. ii References i DemandGen Report – 2016 Content Preferences Survey ii Content Marketing Institute/MarketingProfs ii Demand Gen 2016 B2B Buyer’s Survey Report iv LinkedIn Technology Marketing Community v Curata vi Fronetics vii IDC 79% of logistics and supply chain companies consider content as an effective tool for their business. vi 75% of marketers are increasing investment in content marketing. v

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Page 1: 12 CONTENT MARKETING STRATEGY STATISTICS …...2017/01/26  · 12 CONTENT MARKETING STRATEGY STATISTICS THE SUPPLY CHAIN SHOULD SEE YOUR CUSTOMERS USE VENDOR CONTENT IN THEIR PURCHASING

12 CONTENT MARKETINGSTRATEGY STATISTICS THESUPPLY CHAIN SHOULD SEE

YOUR CUSTOMERS USE VENDOR CONTENT IN THEIR PURCHASING DECISIONS, AND YOU NEED A STRATEGY TO REACH THEM — OR YOUR COMPETITORS WILL.

CONTENT MARKETING EFFECTIVENESS INCREASES WITH:i I

of B2B buyers say content that speaks directly to their company is the single-most influential aspect of a vendor’s website. iii

of B2B buyers consume 3-5 pieces of content prior to

engaging with a salesperson.i

of B2B buyers rely more on content to research and make

B2B purchasing decisions than they did a year ago.i

YOUR CUSTOMERS WANT CONTENT.

White Papers

Webinars

Case studies

eBooks

Blog posts

Infographics

Third-party/Analyst reports

Video/Motion graphics

82%

78%

73%

67%

66%

66%

62%

47%

36%Interactive presentations

TYPE OF CONTENT BUYERS HAVE USED IN THE PAST 12 MONTHS TO MAKE B2B PURCHASING DECISIONS:i

IT’S IMPORTANT TO CLEARLY DEFINEYOUR STRATEGY AND GOALS.

of B2B buyers are willing to consider vendor-related

content as trustworthy. i

Experience - experienced marketers say they are effective

A documented content marketing strategy

A documented editorial mission statement

Organizational clarity on what content marketing success looks like

Daily or weekly content marketing meetings

of those who do not document their strategy feel their content marketing is effective. i I

ONLY13%

YOUR STRATEGY SHOULD CLEARLY DEFINEYOUR TARGET AUDIENCE AND THEIR NEEDS.

WHAT MAKES CONTENT MOST EFFECTIVE?iv96%

$32.3 billionis the expected growth of the marketing software market in 2018.vii

Audiencerelevance

Engaging & compellingstorytelling

Triggers aresponse/

Action

58% 57% 54%

YOUR COMPETITORS ARE USING CONTENTTO WIN OVER POTENTIAL CUSTOMERS.

88%of B2B organizations in North America use content marketing. ii

References

iDemandGen Report – 2016 Content Preferences SurveyiiContent Marketing Institute/MarketingProfsiiDemand Gen 2016 B2B Buyer’s Survey ReportivLinkedIn Technology Marketing CommunityvCurataviFroneticsviiIDC

79% of logistics and supply chain companies consider content as an effective tool for their business.vi

75%of marketers are increasing investment in content marketing.v