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Video content gains popularity with B2B marketers
Nadia Cameron / CMO / September 13, 2013
New survey by LinkedIn on content marketing tactics used by B2B marketing teams also finds most intent to spend more on content in the next year
B2B marketers are increasingly favouring video over whitepaper formats as part of their growing content marketing initiatives, an industry report has found.
The B2B Content Marketing Report, produced by LinkedIn’s B2B Technology Marketing Community, was based on a survey of 815 marketers participating in the group in June. According to its findings, content marketing has become a mainstream activity in the B2B space, and 82 per cent of B2B marketers will increase their content production over the next 12 months.
At present, about 20 per cent of the marketing budget is allocated to content marketing on average, although interestingly, 19.7 per cent don’t know the percentage allocated.
Ninety-three per cent are creating content from scratch and mostly in-house, while 34.4 per cent said they curate or syndicate third-party content. Thirty per cent also said they encourage user generated content.
The top goal driving content marketing strategy is lead generation (71 per cent), followed by thought leadership/market education (49.9 per cent) and customer acquisition (45 per cent). Customer retention and loyalty was much lower down the list with just 24.8 per cent of the vote. The most popular buying stage used to categorise content is problem awareness.
Marketers claimed customer testimonials, case studies and in-person events are the most effective tactics when it comes to the kinds of content they focus on, while printed book, podcasts and games were the least effective. The report authors also said whitepapers had experience a massive fall from grace, moving from the second most effective format last year to sixth today.
To be successful, content needs to be relevant first and foremost, 71 per cent of respondents said. Engaging and compelling storytelling was also high on the list of key ingredients (56 per cent), followed by content that triggers a response or action (55.7 per cent). When it comes to segmentation, nearly half of respondents said they do so by product/service category, while 16 per cent they don’t systematically segment content at all.