IDG Enterprise partnered with the B2B Technology Marketing Community on LinkedIn to conduct the annual B2B Content Marketing Survey to better understand the current state of content marketing and to identify new trends, and key challenges as well as best practices.
Key findings include:
- Lead generation is by far the number one goal of content marketing, followed by thought leadership and market education. Brand awareness is now the third most mentioned goal, taking the place of last year’s number three goal: customer acquisition. (Click to Tweet)
- Companies with a documented content strategy are much more likely to be effective than those without a strategy. Only 30 percent of companies have a formally documented content strategy. (Click to Tweet)
- The most mentioned content marketing challenge is finding enough time and resources to create content. The next biggest content marketing challenge is producing enough content, followed by producing truly engaging content to serve the needs of marketing programs. (Click to Tweet)
- Content marketing ROI remains difficult to measure. Only a minority of respondents consider themselves at least somewhat successful at tracking ROI. (Click to Tweet)
- LinkedIn tops the list of the most effective social media platforms for distributing content marketing. The runner ups are Twitter (moving up one rank compared to last year) and YouTube (moving down from second to third place). (Click to Tweet)
This new Content Marketing Report is based on over 600 survey responses from marketing professionals.