White paper on B2B content marketing strategy in 2020 From Social

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The following is the White paper on B2B content marketing strategy in 2020 From Social recommended by recordtrend.com. And this article belongs to the classification: B2B, integrated marketing , research report, network marketing.

1. In 2020, 69% of the more successful people have written content marketing strategies, only 62% in 2018, with an increase of nearly 10% in two years.

The advantage of a written content marketing strategy is that it enables the team to work around a common task / goal (81%) and makes it easier to determine what type of content to produce (81%).

Content marketing strategy with formed documents is usually the key indicator of content marketing success. Only 16% of the most unsuccessful people have documented content marketing strategies, while 69% of the most successful have.

2. 2-3 user portraits are enough for content marketing.

77% of the most successful B2B content marketers use user portraits, while only 36% of the least successful marketers use user portraits.

B2B marketers use an average of 4 user profiles to create content, with a higher average for large companies (5) and a lower average for small companies (3).

User profile should be clear about user type and user life cycle stage. Combined with SCRM marketing automation technology, users’ portraits can be defined through labels, their stages can be defined by clue scoring, and more talks can be made when sales personnel intervene through user behavior trajectory.

3. Only 43% of B2B marketers measure content marketing ROI.

The reasons for not measuring ROI were 38% “there is no formal reason”, 38% “we need a simpler way to achieve this”, and 27% “don’t know how to do it”.

In 2019, 72% of the most successful marketers can measure content marketing ROI, and only 22% of the least successful marketers can measure content marketing ROI.

80% of B2B marketers use metrics to measure content performance, 65% have established KPIs, 43% measure content marketing ROI, and less than two-thirds of these 43% say they are excellent or good at measuring.

To measure the ROI of content marketing and strive for a more reasonable budget, we need to record the behavior of each contact point in the whole life journey of users through marketing automation technology, and timely measure the value, so as to determine the indicators and conversion rate of funnel stages more objectively.

4. 50% of the content is created for users at the top of the funnel, only 14% for the bottom of the funnel, and 11% for after-sales.

The most useful content types in the early stage of user purchase journey are blog posts / articles (73%), white papers (53%) and case studies (40%).

50% of enterprises don’t lead users to take the logical next step, that is, only producing content, not marketing content.

Content marketing needs to know who the audience is, where to go next, and what steps they need to take to achieve their goals. However, only 32% of respondents said that a better understanding of their audience by 2020 was a priority.

5. 52% of B2B enterprises have a small (or one person) content marketing team to serve the whole enterprise, 35% of B2B enterprises have 2-5 content marketing personnel, and 32% of companies have no full-time employees.

The team expands with the growth of company size, but even large companies may have a team of 2-5 people (49%), and a few teams have more than 5 full-time employees engaged in content marketing.

B2B content production is highly professional, and there are certain barriers to entry, which puts forward higher requirements for the professionalism of content marketing personnel. Most enterprises will set up their own content marketing team. Even if there is only one person, they will guarantee the full-time content control, timely content evaluation, and be directly responsible for the strategy and performance of content marketing. “

At the same time, the work of content marketing departments is to coordinate the organization of content, and the mechanisms of “everyone’s content”, “outsourcing” and “soliciting contributions” are included in the content marketing planning.

6. The most frequently used content by B2B marketers were social media content (95%), graphic (89%) and email communication (81%).

In 2019, more than 50% of the respondents added three forms of content: audio / video, digital text, and images. By 2020, most B2B marketers are already using the full content type.

When users pay close attention to the images with information and tell the story of products or solutions through interesting graphics, customers may be more easily moved and motivated to buy.

Social media content (95%) and blog posts (89%) performed best at the beginning of a buyer’s journey to build brand awareness, and email marketing was the third most used content.

7. The best way for B2B to acquire customers and transform potential customers is offline activities (25%).

The best content type to establish brand awareness was blog post / essay (31%), the best way to obtain potential customers was offline activities (19%); the best way to cultivate potential customers was email (31%), and the means to transform potential customers was offline activities (25%).

At the beginning of 2020, the outbreak of the epidemic has exerted an icy impact on the offline market. How to quickly start online marketing to win customers and ensure performance growth has become the focus of CMO.

The future has accelerated. On the one hand, enterprises should strengthen the private domain flow pool and develop both online customer acquisition and refined operation; on the other hand, they should do a good job in the rebound layout after the epidemic, combine outbound and inbound, open up all channels, promote marketing coordination, and really open up the marketing closed loop.

8. B291% is the largest channel of social media. Lectures / activities (70%) are the most effective channels to widen the gap in content dissemination.

The top three free content distribution channels used by B2B marketers are social media (91%), corporate websites / blogs (89%) and email (87%). The best performers are more likely to use other channels such as speeches, user articles, media / influencer relationships, etc.

84% of B2B marketers distribute content on a paid basis.

In the overall environment of traffic dividend peaking, traffic is becoming more and more expensive, but the quality is not satisfactory, the flow that can be freely controlled, free and repeatedly used can make private traffic rise. The essence of private domain traffic is the combination of circle social networking and traditional customer relationship management, and its value will be further explored in the complementarity with public domain traffic.

The public domain traffic is the private domain traffic diversion, and the public domain traffic uses the private domain traffic to achieve more efficient access. The combination of the two can continuously optimize the traffic and tap the long-term value of the target users. In China, paid media are accelerating the integration with their own media to better realize the conversion of customers.

9. 39% of B2B content marketing budget, compared with that of last year, 36% of B2B marketers have a content marketing budget of less than $100000 in 2019.

Nearly 40% of respondents said their content marketing budget will remain unchanged or decline compared with last year. About a third said their budgets would increase, but by less than 9 per cent.

Why is there no more budget?

The best way to get more marketing budgets is to present the results. But only 43% of respondents said they were measuring content marketing ROI. Less than two-thirds of the 43% said they were excellent or good at measuring.

10. 84% used analysis tools in marketing technology, 80% used social media publishing and analysis, and 44% used marketing automation system.

The greatest benefits of using marketing technology are better insight into content execution (75 per cent), better understanding of user behavior (56 per cent), and easier content adjustment (46 per cent).

84% use social media publishing and analysis, 54% use marketing automation system. In China, the two can be combined and implemented as SCRM marketing automation. First, focus on the layout of service numbers, not limited to graphic publishing, to micro website as the goal, including graphics and text, live broadcast, offline activities, content download and other content types; second, SCRM marketing automation system, which monitors user life The whole journey value of life cycle. Reading volume – Registration – MQL – SQL – business opportunities, truly reflecting the value of content marketing. At the same time, take “registered value” as the intermediate variable to adjust in time.

11. 48% the top priority of B2B content marketing is to improve the quality and conversion rate of potential customers. More and more B2B marketers cultivate potential customers through content marketing, 58% in 2019 and 68% in 2020.

63% of respondents used content marketing to build loyalty to existing customers, compared with 54% last year. In addition, more than half of the respondents (53%) used content marketing to generate sales / revenue (up from 45% last year).

Nearly half of B2B marketers believe that their business may give priority to improving audience quality / conversion by 2020.

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