If you’re in tech B2B, do you get asked why your organisation needs to invest in content marketing? While there are thousands of articles online devoted to this very topic, we thought we’d make it easier for you by finding some of the most compelling statistics and persuasive points, and compiling them on your behalf.
1.91% of B2B marketers say they use content marketing in their overall strategy (DemandMetric).
Everyone’s heard the saying ‘content is king’ at this point, and the stats are now here to prove it. The vast majority of tech B2B businesses are using content marketing as a means to create brand awareness, provide useful information and get the word out that they have the answer to their audiences’ pain points. If you don’t have a strategy in place, it’s seriously time to create a team and get cracking – remember that it’s never too late to start. Once you’ve assembled the people who will create and deliver your content – whether that’s in house or an agency – you’ll want to develop your strategy and editorial calendar and get stuck right in.
2.Content marketing costs 62% less than traditional marketing and generates about three times as many leads (DemandMetric).
So, go forth and create seems like a no brainer, providing way more bang for your buck, so to speak. Traditional marketing isn’t hitting the mark like it used to. Buyers don’t like being sold to, they want to be educated and made to feel like it’s their choice, they want to feel confident about their purchases. The way to do this is through a range of thoughtful, valuable content marketing tactics.
3.70–80% of users ignore paid ads and only focus on organic results (SEJ).
What does this mean for your tech B2B business? Get writing. If people are skipping the paid adds that pop up first on Google and jumping directly to the organic results, you want to be ranking near the top so that you can drive traffic back to your website. As we’ve already discussed, content marketing is about providing valuable and useful information to your target audience. What’s more, Google loves fresh original content, frequently updated.
4.B2B marketers use around 13 content marketing tactics (TopRankBlog).
Content comes in various shapes and sizes, and it’s so important to reflect different formats within your content marketing, to keep it interesting for your audiences. From white papers, eBooks, blog posts and case studies to newsletters, social media posting, interviews, infographics, videos, podcasts, webinars, magazines and games (to name just a few), it is good practice to use a range of formats and messages.
5.60% of marketers create at least one piece of content each day (eMarketer).
This may seem daunting but remember that it’s not all about 1,500-word white papers. Use a range of formats – see above – and mix it up between long-form and short-form content. While your content marketing strategy (here’s a blog on how you can develop one that works for your business) might not involve a new piece of content every day, make sure your content flow is sustained and systematic.
6.84% of C-level and VP-level buyers are influenced by social media when purchasing (IDG).
Tech B2B buyers research extensively before they ever engage with sales teams, and 55% say they look for information on social media. BONUS STATISTIC: 91% of B2B marketers use LinkedIn to distribute content (TopRankBlog). LinkedIn is the number #1 choice for sharing professional content. This also means that if you want to reach an audience that will fully understand your online tech B2B business and respond to your message, you need to distribute high-value content via the platform. The good news is that developing and implementing a social media strategy need not take up a huge amount of your resources.
7.A lack of resources, such as staff and funding along with time constraints, remains the biggest obstacle to successful lead generation for 61% of B2B marketers (Hubspot).
If you feel like you are in this boat, don’t be afraid to take your time and start small. Create a manageable inhouse team and set attainable goals. Getting started is half the battle. Once you get up and running, you can expand by increasing the number of employees on the team or outsourcing. If you decide to outsource, take a look at our blog on why outsourcing is right for you.
8.64% of B2B marketers outsource writing (TopRankBlog).
This is especially true of tech B2B, given that specialist writing expertise is so hard to find. If you find yourself in this majority then it’s time to partner with someone to handle this crucial piece of the marketing outreach puzzle. Discover how to find the right partner in our blog.
We hope these snippets are helpful – if you’d like to chat more about these or other industry statistics, or want to discuss your content strategy and how we can help you get on track, drop us a line!