50% of B2B Operators to Increase Content Marketing Next Year

BY Kathy Crosett
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When you want to achieve a goal, it’s a good idea to have a strategy in place. Findings from the 2019 B2B Content Marketing Study show that most businesses are using some type of content marketing and their goal is to get better at it. At least 65% of businesses that call themselves successful content marketers are using a documented strategy. Those strategies are helping them excel in content marketing. Here are the details.

This year’s report was published by the Content Marketing Institute and MarketingProfs. Conductor served as the report sponsor. In total, 771 North American B2B operators who actively use content marketing participated in the study.


Businesses have learned that content marketing isn’t all about them. In fact, 90% of the most successful B2B content marketers prioritize audience informational needs. They address those issues first in their content pieces, instead of pushing their own products/​promotional messages. Only 56% of the least successful content marketers use the same strategy. Understanding the audience for the content is key. B2B marketers get this insight from sales team feedback (74%), website analytics (73%) and keywork research (65%).

Content Type

This year, businesses are switching up the kind of content they’re using. Sixty-​four percent of marketers are using more audio/​visual pieces like videos and livestreaming webinars. And, 61% are upping their written digital content. Whether it’s articles, blogs, or ebooks, marketers believe written materials are reaching their target audiences. 

Distributing content can take many forms. We all know that reaching an audience with top SEO tactics is desirable. But, over 60% of content marketers are struggling to keep up with changes in SEO and paid search site algorithms. If your clients mention they’re having these kinds of difficulties, run a Digital Audit for them. That tool, found on AdMall from Salesfuel, will show how their recent keywords and CPC.

At least 70% of content marketers are using paid distribution channels. The most popular paid forms of content distribution include:

  • Sponsored Content Social Media 70%
  • SEM/​PPC 64%
  • Banner ads 53%
  • Partner email 38%

About half of B2B operators say their content marketing efforts are successful and 53% say they’ve improved when compared to a year ago. Talk with your B2B clients about their content marketing plans for next year. Whether it's an email blast or a white paper, chance are they need help developing and distributing their content.