Post by account_disabled on Oct 10, 2023 9:27:29 GMT
Overall, more than three-quarters of practitioners said their paid distribution spending has either increased or remained steady. Social media advertising and promoted posts were the most common paid distribution tactic (77%), beating out search engine marketing and pay-per-click (65%). This jibes with trends seen in the recently-released B2B Advertising Forecast 2021 from eMarketer.A “Sleeping Giant”Beyond all of the upward trends and positive indicators found in the numbers, what made this report most enjoyable to read was the answers to open-response questions shared by CMI and MarketingProfs. There’s a real sense that B2B content marketers feel energized and activated by the challenges that emerged for brands in the past 18 months or so, and the revelations that have been sparked in their organizations.
The pandemic reinforced the importance of our Phone Number List content marketing strategy,” said one respondent. “The commitment to content marketing is now companywide and there is increased collaboration between the sales and marketing team.”“Before the pandemic, my company did not have a marketing presence at all,” said another marketer. “I was brought in to revamp the look and feel of a tired, industrial B2B company and introduce new strategies to assist in sales development. We have now completed a rebrand and are looking at expanding our marketing presence even further.”Stories like these, along with the data trends, compelled CMI and MarketingProfs to declare this the year that a “sleeping giant awakes.” Companies across the spectrum have been forced to take a step back and recognize the essential role content marketing plays in an effective full-funnel brand to demand strategy.It’s an exciting moment for the profession. In 2022, there is a world of opportunity lying ahead of B2B content marketers. Are you ready to seize it? Here at LinkedIn, we’ll be ready to help.Make sure to check out the full B2B Content Marketing Benchmarks, Budgets and Trends for a smorgasbord of additional insight around team structure, outsourcing, strategy, opinions, metrics, goals and more. As always, a huge thank you to our friends and Content Marketing Institute and MarketingProfs for all their hard work on this indispensable resource.
There are plenty of disparities to be found, which makes sense, but two of the largest ones are “build loyalty with existing clients/customers” and “nurture subscribers/audience/leads.” In other words, the B2B content marketers who report greater success are often those who focus on strengthening relationships and loyalty through their efforts, as opposed to constantly feeding the pipeline with new leads. It’s a good insight to take away.LinkedIn Is the Runaway Leader in Organic & Paid Social MediaAs usual, LinkedIn is the top social media platform used to distribute both organic and paid B2B content. And as usual, B2B content marketers in this survey rated it as the most effective for both. When it comes to producing results with paid social media, LinkedIn was ahead of the next-highest rated platform by 25 percentage points. For organic results, the chasm is even wider.
The pandemic reinforced the importance of our Phone Number List content marketing strategy,” said one respondent. “The commitment to content marketing is now companywide and there is increased collaboration between the sales and marketing team.”“Before the pandemic, my company did not have a marketing presence at all,” said another marketer. “I was brought in to revamp the look and feel of a tired, industrial B2B company and introduce new strategies to assist in sales development. We have now completed a rebrand and are looking at expanding our marketing presence even further.”Stories like these, along with the data trends, compelled CMI and MarketingProfs to declare this the year that a “sleeping giant awakes.” Companies across the spectrum have been forced to take a step back and recognize the essential role content marketing plays in an effective full-funnel brand to demand strategy.It’s an exciting moment for the profession. In 2022, there is a world of opportunity lying ahead of B2B content marketers. Are you ready to seize it? Here at LinkedIn, we’ll be ready to help.Make sure to check out the full B2B Content Marketing Benchmarks, Budgets and Trends for a smorgasbord of additional insight around team structure, outsourcing, strategy, opinions, metrics, goals and more. As always, a huge thank you to our friends and Content Marketing Institute and MarketingProfs for all their hard work on this indispensable resource.
There are plenty of disparities to be found, which makes sense, but two of the largest ones are “build loyalty with existing clients/customers” and “nurture subscribers/audience/leads.” In other words, the B2B content marketers who report greater success are often those who focus on strengthening relationships and loyalty through their efforts, as opposed to constantly feeding the pipeline with new leads. It’s a good insight to take away.LinkedIn Is the Runaway Leader in Organic & Paid Social MediaAs usual, LinkedIn is the top social media platform used to distribute both organic and paid B2B content. And as usual, B2B content marketers in this survey rated it as the most effective for both. When it comes to producing results with paid social media, LinkedIn was ahead of the next-highest rated platform by 25 percentage points. For organic results, the chasm is even wider.