The Content Marketing Institute and Marketing Profs have provided thorough research and benchmarks for content marketing strategies in 2019. Modern Marketing Partners (MMP) would like to thank and acknowledge Content Marketing Institute and MarketingProfs for providing this content marketing study. We’ve broken down some of the research into categories that’ll help readers better understand the findings.

The annual study is available in versions for business-to-business (B2B), business-to-consumer (B2C), and other versions like manufacturing and technology. Per the title above, this blog will focus on B2B findings. If interested in B2C content marketing survey results, click here.

B2B Key Findings

Some of the most important results can be found in the image above.

Content Marketing Goals

Goals and metrics are key to making sure content marketing is working effectively.

The top three goals B2B marketers have achieved the past 12 months from content marketing includes creating brand awareness, educating audiences, and building credibility/trust.

Goals Content Marketing

Content Marketing Usage & Strategy

How are B2B marketers using content marketing?

68% of B2B marketers say they use content marketing to build credibility with their audience. Credibility and trust begin with listening to the audience.

Blogs are the most effective type of content to use during the early stages of a buyer’s journey. White papers are the best content to use for the middle stages, and case studies are the most effective for the late stage. It’s important for B2B marketers to make use of all these types of content to attract buyers at every stage of the journey.

61% of B2B marketers increased their use of social media for content marketing purposes compared to 1 year ago. LinkedIn, Twitter, and Facebook have consistently been the top three social media platforms used by B2B marketers.

71% of the most successful B2B content marketers use paid methods to distribute content.

  • Sponsored content on social media and search engine marketing are the top paid methods used. 

Technology Use & Proficiency

What technology is helping B2B marketers thrive and/or struggle?

67% of the most successful B2B marketers describe their organization’s knowledge with the use of content marketing technology as expert or advanced.

The surveys found that the top 3 technologies B2B marketers use are

  • Social media publishing
  • Email marketing software
  • Analytic tools

61% of B2B marketers say that changes to SEO and search algorithms are a top issue of concern for them. SEO and search algorithms can change up to a few times a year.

Audience Research

Knowing your target audience is important in determining how to make content marketing relevant.

Sales team feedback, website analytics and keyword research are the top 3 techniques B2B content marketers use to research their audiences. While only 42% of content marketers have conversations with customers as part of their audience research.

Research Target Audience

Emails and educational content are the top 2 ways B2B content marketers nurture their audience. Email marketing has continued to be successful in recent years if done correctly.

The Future of Content Marketing

Every year the Content Marketing Institute and MarketingProfs release this study that helps marketing professionals with their content strategies and goals. Based on the survey, the importance and usage of content marketing has continued to increase.

For more information on these findings, read the full report here.

Additional Content Marketing Resources

Content Marketing Tips for B2B Companies

Develop an Inbound Approach to Creating Relevant Content

4 Digital Tools that Make Content Creation a Little Easier

6 Tips for Creating Compelling Email Content