Goals and metrics
Posted: Mon Dec 23, 2024 5:54 am
The main Content Marketing goal pursued by B2B marketers is brand awareness (84%).
In fact, it has proven to be the most important goal in surveys over the past 5 years. Other goals being pursued are:
lead generation ( 83%)
Engagement (81%)
sales (75%)
lead nurturing (75%).
The most commonly used metrics by B2B organizations to measure their content netherlands phone numbers marketing efforts are:
Web traffic (63%)
Quality of leads or potential clients (49%)
Conversion rate (48%)
Measuring ROI is the area where B2B marketers struggle the most. According to the study: Only 21% of B2B marketers are successful at measuring ROI
[Tweet “Only 21% of B2B marketers are successful in measuring ROI in #ContentMarketing”]
The picture is more positive when looking at those with a documented strategy. 35% of them claim to be more effective at measuring their return on investment (ROI).
Content creation and distribution
[Tweet “70% of B2B companies are generating more content than last year”]
Social media content remains the top Content Marketing tactic (92%).
Other tactics widely used by B2B marketers include:
Newsletters (83%)
Articles (81%)
blogs (80%)
Events (77%)
Case studies (77%)
It is worth highlighting the rise of video as a Content Marketing tactic for B2B companies (70% in 2013, 73% in 2014 and 76% in 2015).
[Tweet “42% publish content daily or several times a week #ContentMarketing”]
Another fact reflected in the report is the drastic increase in the use of infographics as a Content Marketing tactic (from 51% in 2014 to 62% in 2015).
When talking about the effectiveness of Content Marketing tactics in B2B companies, the following stand out:
In-person events (69%)
Webinars (64%)
Videos (60%)
Blogs (60%)
When distributing or promoting content, marketers use an average of six social media platforms to distribute content. The most popular ones include:
LinkedIn (94%)
Twitter (88%)
Facebook (84%).
When evaluating the effectiveness of these distribution platforms:
LinkedIn (63%) and
Twitter (55%)
YouTube (48%).
[Tweet “LinkedIn, the favorite of B2B marketers (and the most effective) for distributing content”]
It is worth highlighting the rapid growth of Google+ as a distribution platform among B2B companies (39% in 2013, 55% in 2014 and 64% in 2015).
Of course, not all forms of distribution need to be free. In fact, 80% of marketers use at least one form of paid advertising :
The most effective B2B organizations, as well as those with a documented strategy, use all of these forms of paid advertising , and more frequently.
In fact, it has proven to be the most important goal in surveys over the past 5 years. Other goals being pursued are:
lead generation ( 83%)
Engagement (81%)
sales (75%)
lead nurturing (75%).
The most commonly used metrics by B2B organizations to measure their content netherlands phone numbers marketing efforts are:
Web traffic (63%)
Quality of leads or potential clients (49%)
Conversion rate (48%)
Measuring ROI is the area where B2B marketers struggle the most. According to the study: Only 21% of B2B marketers are successful at measuring ROI
[Tweet “Only 21% of B2B marketers are successful in measuring ROI in #ContentMarketing”]
The picture is more positive when looking at those with a documented strategy. 35% of them claim to be more effective at measuring their return on investment (ROI).
Content creation and distribution
[Tweet “70% of B2B companies are generating more content than last year”]
Social media content remains the top Content Marketing tactic (92%).
Other tactics widely used by B2B marketers include:
Newsletters (83%)
Articles (81%)
blogs (80%)
Events (77%)
Case studies (77%)
It is worth highlighting the rise of video as a Content Marketing tactic for B2B companies (70% in 2013, 73% in 2014 and 76% in 2015).
[Tweet “42% publish content daily or several times a week #ContentMarketing”]
Another fact reflected in the report is the drastic increase in the use of infographics as a Content Marketing tactic (from 51% in 2014 to 62% in 2015).
When talking about the effectiveness of Content Marketing tactics in B2B companies, the following stand out:
In-person events (69%)
Webinars (64%)
Videos (60%)
Blogs (60%)
When distributing or promoting content, marketers use an average of six social media platforms to distribute content. The most popular ones include:
LinkedIn (94%)
Twitter (88%)
Facebook (84%).
When evaluating the effectiveness of these distribution platforms:
LinkedIn (63%) and
Twitter (55%)
YouTube (48%).
[Tweet “LinkedIn, the favorite of B2B marketers (and the most effective) for distributing content”]
It is worth highlighting the rapid growth of Google+ as a distribution platform among B2B companies (39% in 2013, 55% in 2014 and 64% in 2015).
Of course, not all forms of distribution need to be free. In fact, 80% of marketers use at least one form of paid advertising :
The most effective B2B organizations, as well as those with a documented strategy, use all of these forms of paid advertising , and more frequently.