The "13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023" is here. This report from the Content Marketing Institute and MarketingProfs is a must-read!?
Here is a list of takeaways from this report that has been gathered by a global survey of 1,104 marketers across different industries and company sizes.?
- 71% say that this year content marketing has turned out to be more important to their organizations than the last year (and the need for greater alignment between sales and marketing has emerged)
- Only 40% of marketers create a well-documented content marketing strategy that in turn invests in a strong marketing and business purpose, audience needs, and a unique brand story.?
- The top 3 ingredients for successful B2B content in a crowded digital content marketplace are producing quality content (83%), covering niche stories/topics that competitors are not covering (72%), and actively promoting the content the published content (50%)
- The top 3 metrics B2B marketers rely on most when evaluating content performance are conversions (70%), quality of leads (60%), and website engagement (57%); 48% cited a key challenge in connecting content, experiences, data, and measurement across platforms
- Over the years, LinkedIn has turned out to be the most effective platform for organic as well as paid social media content.?
Robert Rose, Chief Strategy Advisor, CMI has summed it up very well: "Most businesses think about how they can change content to fit marketing's purpose instead of how they might change marketing to suit content's purpose."
