Content Marketing Study: The More You Do, The More You Need

A recent BtoB content marketing study looked at how best-in-class B2B marketers differ from their peers. In this case, the study defined “best in class” as those investing 30% or more of their budgets in content marketing.

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Here are a few of the key findings:

  • These marketers are more likely (61% versus 44%) to say that producing enough content to feed their campaigns is a major challenge;
  • These best-in-class big spenders are more likely to say that creating trustworthy content is a top priority than all marketers (54% versus 47%). In general, marketers say they are more focused on engagement than on trustworthiness;
  • Best-in-class marketers are also more likely than their peers (88% versus 80%) to get significantly involved with social media.

Here’s one finding that didn’t surprise me: Best-in-class B2B marketers are less likely than their peers (18% versus 29%) to use Facebook as a content marketing channel.

-Matthew McKenzie


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