More B2B marketers are turning to content as a marketing tool. Enterprises believe the targeted use of content can help them generate new leads. In working with content, marketers concede they need to polish their skills both on developing material that makes them unique and on proper packaging.
The new Content Marketing: Ready for Prime Time study from B2B Online reveals that 1/3 of marketers are using this format. By next year, fully 2/3’s of B2B marketers will make content marketing a key part of their strategy. While lead generation is a top concern for 51% of content marketers, these enterprises also see the format assisting with:
- Brand awareness 38%
- Thought leadership 34%
- Sales 29%
Content can mean many types of materials and it can be delivered through multiple channels. For example, information can be compiled into familiar formats like online articles (74%), white papers (60%), or videos (57%). Social media is a top release channel for 80% of B2B marketers. The channels that seem to deliver best for B2B marketers are tablet apps (54%) and videos (53%).
But, the growing interest in content is making it hard for B2B enterprises to meet their standards. About 43% of businesses responding to this survey are “satisfied” or “very satisfied” with their content marketing efforts. Key challenges include being able to produce engaging content (46%) and generating enough content to meet demand (44%).
Content marketing may well become one of the key areas of focus for B2B operators in 2013.[Source: Hosford, Christopher. Content marketing comes of age. Btobonline.com. 17 Sept. 2012. Web. 8 Nov. 2012]