21 Unbelievable B2B Content Marketing Statistics

21-B2B-content-marketing-statisticsB2B companies continue to be interested in content marketing as a means to connect with their prospects and customers, as a first step to generate leads with content and social media. While last year’s B2B Benchmark study has not yet been updated, here’s a recent grassroots study from the 50,000 member strong B2B Technology Marketing community on LinkedIn. Here are some key statistics from the study. If you are interested in the breakdown of the 815 respondents, or any other details of the study, I have embedded the slideshare presentation below.

Do these statistics seem to reflect the content marketing activities at your B2B company or clients? All these sorts of studies seem to be a little high compared to what I see in the wild. Active LinkedIn members would be more likely to work for company who understand the value of content marketing. If you have thoughts, or disagreements with these stats, please let others know in the comments below.

  1. 71% of B2B Marketers use content marketing for lead generation
  2. 50% of B2B Marketers use content marketing for thought leadership and education
  3. Only 25% of B2B Marketers use content marketing for customer retention
  4. 89% of B2B Marketers cite customer testimonials as the most effective content marketing
  5. 88% of B2B Marketers cite case studies as the most effective content marketing
  6. Less than 40% of B2B Marketers indicate ebooks as effective content marketing
  7. 71% of B2B Marketers say audience relevance is the most important element of content marketing
  8. 85% of B2B Marketers say LinkedIn is the most effective social network in delivering content
  9. 73% of B2B Marketers say YouTube is an effective social network in delivering content
  10. Only 39% of B2B Marketers say Facebook is an effective social network in delivering content
  11. 93% of B2B Marketers create content from scratch
  12. Web traffic and views or downloads tied at 63% as key metrics to determine content success
  13. 5% of B2B Marketers have no metrics to determine content marketing success
  14. 56% of B2B content is created by corporate marketing
  15. 47% of B2B content is created by product marketing
  16. 82% of B2B Marketers are increasing content production in the next 12 months
  17. 55% of B2B Marketers say their biggest challenge is having the time or bandwidth to create content
  18. 30% of B2B Marketers do not categorize their content by buying stage
  19. 37% of B2B Marketers use marketing automation for lead generation
  20. 36% of B2B Marketers use marketing automation for lead nurturing
  21. 39% of B2B Marketers don’t use marketing automation at all

Photo credit: Flickr

Comments

  1. says

    Nice compilation of statistics! When I see a stat that says something is, or is not effective, I am interested in why they answered that way.

    One of the most glaring stats is #13 – no way to measure content marketing success. That shows me there is still the need for a ton of education on engaging prospects, measuring a sales funnel, and showing attribution. I think there are many effective and important ways to measure content effectiveness. That’s part of building a content strategy :-)

    Cheers,
    Brian Hansford
    Tw. @RemarkMarketing

  2. says

    Thanks for sharing such interesting and factual information, Jeffrey. Your statistic – 55% of B2Bs say their biggest challenge is having the time to create content – especially stuck out to me as this is often one of the chief hesitations that business owners have when it comes to initiating a content marketing strategy, which is also why they hire us to do it for them. If managing this undertaking seems like too big of a task to tackle, an option to help you get started: repurpose earned media. Maximizing the exposure is the easy part once you’ve landed the placement. Write a 3 to 4 paragraph blog post on the placement, and then take a little time to promote it though marketing efforts and social media outreach. – Lisa Tilt, Full Tilt Consulting

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