Observations on the State of Content Marketing

I took some time today to look at the B2B Enterprise Content Marketing report from the Content Marketing Institute. This report is packed with useful insights into the world of content marketing.

But what caught my eye is that many B2B marketers are still finding it tough to nail down a solid content marketing strategy. Even with all their hard work in recent years, the results just aren’t showing their efforts enough justice.

Here’s a closer look into my own observations about the report:

Quick Takeaways

• Documenting an annual content marketing strategy is still the biggest challenge.
• Even the most successful content marketers outsource some of their content marketing to agencies like ours.
• Successful content marketing comes down to consistency, competitive opportunities and always-on distribution.
• Social media is being used more despite our own research showing it only delivers ~2% of B2B traffic.
• Quality still wins. Organizations played around with AI but are realizing that only unique human-driven stories work.

1. 33% of B2B Content Marketing Organizations are Fooling Themselves

When asked if they had a Content Marketing Strategy – 33% of organizations replied “yes, but it is not documented.”

Image Source: Content Marketing Institute

This is not a strategy; this is an idea or at best, a suggestion. If you are able to have a “strategy” that is not documented, then I would like to announce that I have a Ph.D., but no diploma stating such.

What is the importance of documenting a content strategy? According to the study, 64% of the most effective organizations have one in place.

Marketers need to take the necessary steps to document and build a buyer-centric content marketing strategy and stop fooling themselves that anything less will suffice.  Whether it is lack of skill set, lack of time or just being lazy, organizations that have not documented their strategy, have no strategy at all.

2. Effort Does Not Equate Success

According to the study, 71% of B2B organizations say that content marketing is more important to their businesses this year than last year. Additionally, 78% will increase their spend on content marketing.  However, only 5% say they are extremely or very successful with Content Marketing.

Image Source: Content Marketing Institute

I cannot state it any clearer than this – THIS NEEDS TO STOP! Marketing organizations can do better than this! Simply doing more and spending more is not advancing the cause of marketing. If anything, it only reinforces the age-old idea across the business that marketing is not strategic and is just a cost center.

It is time to start spending wisely and creating better, more relevant content. Simply cranking out more, ineffective content is in no way strategic.

3. B2B Content Marketers Do Not Fully Understand Demand Generation

A staggering 83% of B2B marketers say that the top they achieve through content marketing is creating brand awareness. Following close behind were the following:

• Build trust/credibility: 77%
• Educate audience(s): 72%
• Customer Retention/Loyalty: 63%
• Generate Leads: 67%
• Nurture Leads: 54%

Image Source: Content Marketing Institute

While these are all great goals, they are also all a part of Demand Generation. You cannot have effective Demand Generation without Lead Nurturing.

Demand Generation is also a practice of marketing and sales. And Demand Generation is not just about the acquisition of new customers. We need to apply the same principles of Demand Generation to the existing customer base to keep them engaged.

This is significant to help turn our customers into advocates, which is oftentimes, one of the most overlooked areas in most organizations and an area where content marketing is essential.

If B2B marketing organizations want to increase their success in content marketing, defining strategic demand generation that will Engage, Nurture and Convert buyers/customers will go a long way.

4. Video

About 75% of B2B marketers report that they’ve created and used video content in the last 12 months. A staggering 78% of content marketers said their organization will invest or continue to invest in video this year, up from 69% last year.

Image Source: Content Marketing Institute

While the engagement on video content is unbeatable, the key is to recognize that sharing video content (and reaping the benefits) doesn’t need to be expensive. In other words, you can stop pouring thousands of dollars into your video marketing budget and still boost engagement.

Instead, you can do what we do:

1. Find valuable video content from other creators and marketers. These should be educational, high-quality, related to your topic, and preferably less than 4 minutes in length.
2. Embed and share these videos regularly within your own content, like blog and social media posts.

You’ll still get the engagement on your posts without the hefty fine attached. Not only are you saving money, but you’re also showing support to some fellow marketers and building quality B2B relationships. It’s a win-win.

5. Marketers Are Wearing Too Many Hats

A staggering 46% of organizations said that one group or person is responsible for handling all content types within their organization, including:

• Advertising
• Thought leadership
• Brochures
• SEO content

Image Source: Content Marketing Institute

Surely, not a single person or group can be an expert and effectively deliver valuable content in every one of these areas.

Successful content marketing comes down to consistency, competitive opportunities and always-on distribution. In other words: You need volume, value and variety of content to be successful. Quality still wins, therefore, assigning several high-stakes roles to one ill-prepared group is a surefire way to fail.

But let’s face it, we don’t always have the time, energy, or in-house resources to keep up with consistent, high-quality content creation. Organizations have played around with AI, but they’re realizing that only unique human-driven stories work. So how is everyone else doing it?

Here’s the secret: Believe it or not, even the most successful content marketers outsource some of their content marketing to agencies like ours. Outsourcing content will not only relieve some of your creation duties, but also ensure consistency in quality, expertise, and delivery.

6. Don’t Put All Your Eggs In One Basket

Social media and community building is reported to be the 5th highest area of B2B content marketing investment for 2023 (57% are investing in this area, compared to only 37% last year). Even moreso, 95% of marketers are prioritizing social media as a content distribution channel.

Interestingly, social media is being used more despite our own research showing it only delivers ~2% of B2B traffic.

Moral of the story: Know what you’re getting.

Social media is great for building relationships and digital communities, but if you’re looking for leads and traffic, SEO is a strategy that stands the test of time.

When done correctly, SEO is guaranteed to optimize your content to rank higher, drive organic traffic, and increase visibility to your target audience.

Make Your Content Marketing Efforts Count Today

Content creation is becoming more and more popular in B2B marketing these days. But, it seems most marketers are diving in head first without a clear plan.

With top bosses keeping a closer eye on marketing outcomes, it’s high time marketing leaders step up. Instead of just putting out content and hoping for the best, we should really get to know our customers. By making content that speaks to them and optimizing it regularly, we’ll start to see some real positive results.

Are you ready to make your content marketing efforts count? Check out our SEO Blog Writing Service or schedule a quick consultation to learn more about how Marketing Insider Group can help you earn more traffic and leads for your business.