Key findings B2B Content Marketing: 2014 Benchmarks, Budgests and Trends prepared by Brightcove Inc., the Content Marketing Institute and Marketing Proofs
Brightcove Inc., a global leading provider of video content in the cloud provider, has teamed up once again with the Content Marketing Institute and MarketingProfs to conduct a comprehensive study of more than 1,200 B2B marketers organizations in analyzing the impact of content marketing in their organizations, as well as the tactics that are developing in creating brand awareness and generate new customers. B2B Content Marketing: 2014 Benchmarks, Budgets and Trends – North America, CMI and MarketingProfs reveal that 93% of B2B organizations rely on content marketing to build brand and generate more demand.
And most importantly, marketers of B2B organizations are improving in content marketing. In fact, 42% of respondents indicated they are more effective with content marketing in 2013, compared to 36% who said the same in 2012.
The fact that marketers are “buying” the power of content is not surprising.Content marketing has spent years creating an exponential interest. Still, it is significant that 30% of marketing budgets intended for B2B content marketing. About one third of each annual allocation of marketing departments is intended to content. When those responsible put much faith in a tactic, it is because it has to influence the baseline. So it makes sense that while brand awareness remains the main objective of content marketing, web traffic and quality sales contacts maintain their position as the main content success metrics.
The survey also found that 76% of marketers use video in B2B companies, and increasingly sharing videos and other types of content across social platforms. In fact, marketers increased the number of social platforms that use up to six (with respect to the five they used in 2012). LinkedIn is the most popular social network among B2B marketers (91%), followed by Twitter (85%), Facebook (81%) and YouTube (73%).