B2B marketers took the advice of experts this year and increased their content marketing efforts. However, there’s a big difference between generating random content and providing valuable information that helps potential clients and leads to a sale. A new report by the CMO Council explains how the right content can help a marketer succeed.
Content marketing is big business with B2B enterprises spending 25% of their budgets or about $16.6 billion on the effort. Here’s how their target audience feels about the content that is directed their way:
- The information has a role in their decision-making process: 88%
- They share the information with over 100 people: 28%
While businesses may appreciate the content that is made available for them, they don't believe that all of the information out there is equally valuable. The most trusted source of information is peer and professional organizations. Business owners also have strong opinions about which type of content is most helpful to them. Data is valued as follows:
- Industry organization papers 50%
- Customer case studies 48%
- Analyst reports 44%
- Independent product reports 41%
Donovan Neale-May, Executive Director of the CMO Council, cautions that “Too many vendors are failing these buyers [B2B operators] with overly promotional and overly technical content that doesn’t adequately address market challenges and customer needs.” In other words, just making information available is a poor strategy on the content marketing front. Enterprises should consider what they hope to accomplish with their content marketing program and they must keep the needs of their target audiences in mind.
To learn more about Executive Managers, a key B2B audience, check out the AudienceSCAN report available on the Research Store at ad-ology.com.