88% use digital content.

Include digital marketing in your B2B strategy

A study I looked at recently suggested that 88% of B2B marketers now use digital content as part of their marketing strategy. A second study suggested that 89% of B2B marketers used content in their marketing. A third study found that B2B marketers were spending up to 28% of their marketing budget on digital content.

Further, some 81% of respondents in one of the studies reported using LinkedIn for new product launches.

Research also suggests that 54% of those using digital content as part of their B2B marketing strategy have secured a lead that they can trace back to this involvement.

In another study, 52% of B2B buyers suggest that half of their purchases in the year ahead will be made online, and 55% say that they actively search online content before purchasing.

Despite all of this, I still come across B2B businesses that lack a coherent content marketing strategy. Indeed, I still come across organisations that question the value of social media in influencing their business development process.

It might not then be surprising that some 44% of businesses report that they do not have a clear idea of what success in B2B content marketing looks like.

In part, this reflects the fact that many B2B marketers don’t have a marketing strategy. It also reflects a lack of understanding of content marketing as a critical component of any B2B marketing strategy.

Content marketing is rarely enough in B2B marketing, but it is an essential part of most strategies.

Include digital marketing in your B2B strategy

Sources of core statistics – TESSA DeMARCO VE, SMART INSIGHTS, FORBES, CONTENT MARKETING INSTITUTE and WORD STREAM

READ MORE – www.djohncarlsonesq.com 

D. John Carlson – Adviser and Speaker – 0402 273 350 or johnc@lincintegrated.com .

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