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You are here:   Home Blog How Does Your Content Marketing Stack Up to These B2B Companies?

How Does Your Content Marketing Stack Up to These B2B Companies?

October 11, 2017 by Carrie Powers Leave a Comment

Although autumn has just barely begun, it’s already time for companies to start thinking about their content marketing strategy for the coming year. In late September, the Content Marketing Institute published the results of its much-anticipated annual survey, “B2B Content Marketing 2018: Benchmarks, Budgets and Trends.” Here, I’ll highlight some of the survey’s most interesting findings, talk about their implications for marketers, and link to some helpful content to get you prepped for 2018.

Who Are the B2Bs?

First, the survey demographics. A total of 870 respondents of for-profit B2B companies are represented in the report spanning multiple industries such as technology, agencies, manufacturing, professional services, consulting, financial services, publishing, healthcare, insurance and more. Annual revenues ranged from less than $1 million to more than a billion.

Demographics Chart

Content Marketing in Practice

Content marketing is far from niche—out of all the survey’s participants, a whopping 91 percent say they use content marketing.

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Of that 91 percent, 31 percent classify their organization’s content marketing efforts as being in an “adolescent” stage of maturity.

Chart

When it comes to in-house content marketing, more than 50 percent of all respondents use a small (or one-person) team to serve the entire organization.

Chart

When outsourcing content marketing activities, nearly half use third-party teams to write, design and produce content.

Chart

Growing Success

Good news for content marketing: only 2 percent of marketers have seen zero positive results from their content marketing approach.

Chart

Even better, 63 percent of respondents consider their current content marketing efforts to be somewhat or much more successful than last year’s.

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The primary reason for that increased success? Higher-quality, more efficient content creation.

The Creative Process

Overall, most respondents are relatively happy with the efficiency of their content creation process. (You can learn how to create a more effective content creation process here.)

Chart

During that process, 94 percent of marketers strive to ensure that their content is fact-based and/or credible, 72 percent consider the impact their content has on customers’ overall experience and 70 percent prioritize quality over quantity.

Wondering what kind of content you should focus on creating? Keep in mind that 62 percent of the most successful respondents use ebooks and white papers for content marketing purposes, followed by case studies (47 percent) and social media posts (43 percent).

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To distribute that content, 79 percent of the most successful marketers use email, 60 percent use blogs and 41 percent use social media platforms. (You can learn more about why blogs are so effective in an earlier bizbuzzcontent blog post here.)

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Dollars and Cents

On average, content marketers spend 26 percent of their total marketing budget on B2B content marketing. When we isolate the most successful marketers, that number jumps up to 40 percent.

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In the coming year, almost half will spend the same amount on B2B content marketing as they did last year, while nearly 40 percent will spend more.

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The Bottom Line

Looking at the bigger picture, we can identify patterns in the behaviors of the most successful content marketers.

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Here are the need-to-know numbers when it comes to content marketing’s top performers:

  • Ninety-two percent are focused on building audiences
  • Eighty-nine percent are extremely/very committed to content marketing
  • Eighty-eight percent value creativity and craft in content creation and production

By contrast, of the least successful content marketers:

  • Sixty-five percent are focused on building audiences
  • Twenty-seven percent are extremely/very committed to content marketing
  • Fifty-nine percent value creativity and craft in content creation and production

So, if you want to make the most of your content marketing efforts, follow the example of B2B content marketing’s all-stars by:

  • Taking the time to understand and target your audience (try creating user stories)
  • Commit to creating truly stand-out content, and develop a strategy that reflects that
  • Recognize that effective content creation requires a unique skill set, and have the patience to prioritize quality over quantity

Here’s to another year of fantastic content!

How are you planning to approach your content marketing strategy in 2018? Let me know!

Carrie Powers
Carrie Powers is a content writer for bizbuzzcontent. She loves reading, iced coffee and scruffy dogs, and is on a neverending quest for the perfect burrito.

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Professional content agency

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.

Steven S., Senior Manager, Demand Generation, Rentlytics

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2018-07-31T17:22:53-04:00

Steven S., Senior Manager, Demand Generation, Rentlytics

Jessica leads one of the most professional content agencies I’ve ever worked with. We target a very niche industry, and Jessica and her team were very thoughtful in their approach. From planning thoughtful pieces, to researching and interviewing SMEs, to brainstorming promotion strategies, Jessica and her team maintain a high degree of professionalism and efficiency.
https://www.bizbuzzcontent.com/blog/testimonials/professional-content-agency/

Tailor-made content strategies

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.

Bree v.F., Director of Marketing and Engagement, VolunteerMatch

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2018-07-31T17:22:20-04:00

Bree v.F., Director of Marketing and Engagement, VolunteerMatch

Jessica dedicated her time as a pro-bono volunteer with VolunteerMatch to help us with some key content marketing needs. What impressed me most about working with Jessica was the way she tailored her approach to accommodate the needs of our nonprofit with the resource constraints of our team. Jessica developed personas, one-pagers, case studies and website content that has resulted in an increase in traffic to our site and improved our ability to communicate to our key audiences.
https://www.bizbuzzcontent.com/blog/testimonials/tailor-made-content-strategies/

Highly targeted and relevant content

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.

Nag P., Sr. Manager, Product Marketing, Salesforce

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2018-07-31T17:22:31-04:00

Nag P., Sr. Manager, Product Marketing, Salesforce

I've worked with Jessica at her company bizbuzzcontent for years. It's my go-to provider whenever my team is looking for high-quality content. What differentiates bizbuzzcontent is that they not only have superior writing skills but a rare ability to completely understand our industry, our company positioning, brand voice and tone, and customers. This just makes the content highly targeted and relevant, and goes a long way in achieving our marketing goals.
https://www.bizbuzzcontent.com/blog/testimonials/highly-targeted-and-relevant-content/

Compelling content that drives results

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.

Collin S., Angel Investor and Technology Executive

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2018-07-31T17:22:41-04:00

Collin S., Angel Investor and Technology Executive

I love Jessica and the team over at bizbuzzcontent. Within just a matter of a few interactions, she was able to understand, in depth, our complex solution and business model. Since then, she's been critical to us in driving compelling, engaging content via our blogs and white papers. She's a wonderful, thoughtful person to work with, and the work she's done has been a key factor in increasing our conversion rates.
https://www.bizbuzzcontent.com/blog/testimonials/compelling-content-that-drives-results/

Outstanding process

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.

Priya H., Partner, Woodruff-Sawyer & Co.

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2018-07-31T17:23:04-04:00

Priya H., Partner, Woodruff-Sawyer & Co.

bizbuzzcontent helps me efficiently leverage my own subject-matter expertise to create original content on timely topics. Together, we are able to distill complex topics into client-friendly articles that I can use across multiple platforms. I especially appreciate bizzbuzz’s super-efficient process because it keeps me on track for timely production of new content. Jessica Lee is a pleasure to work with, and I rely on her to bring a strategic eye to my publication efforts.
https://www.bizbuzzcontent.com/blog/testimonials/outstanding-process/

Strong content values

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.

Andy B., C-Level Marketing and Strategy Consultant

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2018-07-31T17:23:14-04:00

Andy B., C-Level Marketing and Strategy Consultant

Jessica is a great content creator, writer, reporter and partner to work with. Highly articulate with strong content values and work ethos, Jessica adds great value to all projects she works on. I would happily recommend Jessica to people who wish to scale their content marketing efforts.
https://www.bizbuzzcontent.com/blog/testimonials/strong-content-values-highly-recommended/

Added value

Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.

Ping J., Product Manager, Microsoft Bing Ads

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2018-07-31T17:21:44-04:00

Ping J., Product Manager, Microsoft Bing Ads

Jessica is a guest speaker of Microsoft internal training program. She made an awesome presentation of how to create marketable web ages to Microsoft Bing Ads product team and services team. Attendees found Jessica very engaging during the presentation. Microsoft Bing Ads is eager to apply the learning in our daily works, and look forward to partnering with Jessica to bring more value to digital advertising community.
https://www.bizbuzzcontent.com/blog/testimonials/added-value/

Critical extension of the marketing team

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.

Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

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2018-07-31T17:21:33-04:00

Stephanie M., VP Marketing Communications, Woodruff-Sawyer & Co.

Jessica has been instrumental in building our content strategy from ground up, educating our stakeholders and increasing our exposure across all lines of insurance. I can say with confidence that she has been a critical extension of the marketing team, always producing timely deliverable. She has always been enthusiastic about creating new formats for us and new vehicles of information to help the marketing team raise awareness and drive internal adoption. Her most impressive feat from my perspective is how quickly and seamlessly she dived into our 12 lines of insurance. The dexterity and the level of expertise she demonstrated although she had never worked with insurance B2B client was absolutely incredible.
https://www.bizbuzzcontent.com/blog/testimonials/critical-extension-of-the-marketing-team/

Excellent content program

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!

Pauline J., CEO, Group Twenty Seven

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2018-07-31T17:21:10-04:00

Pauline J., CEO, Group Twenty Seven

We can't imagine how we managed without bizbuzzcontent before! Working with Jessica Lee is a dream. She is very creative and understands new concepts quickly. The content creation process at bizbuzzcontent is the most efficient we have come across in our many years of working with other writers and agencies. If you want an excellent content program and a company that goes above and beyond, hire bizbuzzcontent today!
https://www.bizbuzzcontent.com/blog/testimonials/excellent-content-program/

Trusted partner for years

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.

Ashley G., Digital Ad Management, SearchForce

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2018-07-31T17:18:31-04:00

Ashley G., Digital Ad Management, SearchForce

Jessica and her team at bizbuzzcontent have been a trusted partner for years, and have helped us with our blog, web copy and email marketing, in addition to providing lots of guidance on other content projects. The team is able to quickly get up to speed on any content project's requirements and create quality content that's on target. Over the years, they've helped us educate, drive brand awareness and website traffic. I would definitely recommend bizbuzzcontent for content services.
https://www.bizbuzzcontent.com/blog/testimonials/trusted-partner-for-years/
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