Brand awareness


Most important goal for B2B content marketers

Website traffic


Most used metric to measure content marketing success

In-person events


Rated as the most effective B2B content marketing tactic

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MOST EFFECTIVE TACTICS FOR B2B CONTENT MARKETING

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The chart above shows the ranking of content marketing techniques used by B2B marketers and is based on a 2014 study conducted by the Content Marketing institute and MarketingProfs. As you can see, “in-person events” have been ranked as the most effective tactic by 69% of respondants, followed by Webinars (64%), Videos and Blogs (60%).

eBooks and Microsites were ranked last, though they are still ranked as effective tools when it comes to content marketing by over half of B2B of content marketers.

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MOST IMPORTANT GOALS FOR B2B CONTENT MARKETERS

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This chart highlights the most important goals that B2B marketers hope to achieve with content marketing. Based on the same 2014 study, 84% of respondents said that “brand awareness” is their most important goal when it comes to B2B content marketing, while “Lead generation” came in second place (83%).

Only half of B2B marketers consider creating upselling/cross-selling opportunities to be their most important goal.

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TOP METRICS TO MEASURE B2B CONTENT MARKETING SUCCESS

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This chart looks into the metrics used by B2B marketers to gauge the effectiveness of their content marketing strategy. As you can see, the majority of B2B marketers (63%) list “Website Traffic” as the most commonly used metric, followed by “Sales Lead Quality” (49%).

Feedback from customers and subscriber growth do not appear to be the best ways to measure the success of a content marketing strategy, as they are used by less than a third of B2B marketers.

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SOCIAL MEDIA PLATFORMS USED FOR B2B CONTENT MARKETING

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This chart shows the most popular social media platforms used to distribute content for a B2B audience.

Given its nature as a business-oriented social network, it comes as no surprise that Linkedin is the most widely used social platform by a whopping 94% of B2B content marketers. Twitter (88%) and Facebook (84%) are also popular choices for marketing professionals focused on B2B.

While only ranked in Fifth place, Google+ has seen a very significant growth in usage by B2B content marketers, jumping from 39% in 2013 to an estimated 64% in 2015.

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MOST EFFECTIVE SOCIAL MEDIA PLATFORMS FOR B2B CONTENT MARKETING

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The graph above provides a ranking of the various social media platforms based on their effectiveness in B2B content marketing.

Close to two thirds of B2B marketers believe that Linkedin is a powerful social media tool to reach a business audience, which makes Since its user base is mainly comprised of business professionals.

Only a third of respondants in the 2014 survey by the Content Marketing institute and MarketingProfs find Facebook to be an effective social media tool in B2B content marketing, while Google+ appears to be the least useful.

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NEW CONTENT PUBLICATION FREQUENCY FOR B2B MARKETERS

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ADVERTISING METHODS USED TO PROMOTE B2B CONTENT

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MOST EFFECTIVE ADVERTISING METHODS TO PROMOTE B2B CONTENT

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