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Exploring B2B Content Marketing by the Numbers
Vince Giorgi / Hanley Wood Marketing / August 6, 2013
I’m a sponge for research. Especially benchmark-able research.
I like nothing better (OK, maybe I like popcorn, movies with my wife, golfing in Scotland and catching fish just a tiny bit better) than to dig into a stack of survey findings to learn how something I care about (myself, my family, the profession I’m in, the company where I work, the place where I live) compares and contrasts with others in the same category.
Call me a benchmarking buff.
That’s why I was so excited this spring when my employer, Hanley Wood, signed on as a sponsor of the 2013 B2B Content Marketing Report. It’s a survey planned and conducted by Holger Schulze, group owner of the B2B Technology Marketing Community on LinkedIn. The group boasts 50,000+ members. Holger regularly surveys them to elicit helpful benchmarking data we can all learn and profit from.
I believe it’s Holger’s third annual B2B Content Marketing survey. Although the questions have varied a bit over time, making longitudinal comparisons imprecise in certain cases, it’s still interesting to track changes and consistencies in responses over time. To see for yourself, download the 24-page 2013 report. Or find the last three year’s worth of reports on SlideShare.
Benchmarking bozo that I am, let me note that Joe Pulizzi and team at Content Marketing Institute have joined forces with Ann Handley and the folks at Marketing Profs to produce a similar annual study (B2B Content Marketing: Benchmarks, Budgets, and Trends) for a few years now. Whether you’re up to your advanced assets in content marketing, or just now thinking about making content a strategic focus, both reports are worth a read.