B2B marketers have kicked content marketing into high gear, spending more money, using more tactics and employing more social media distribution, according to a recent study from MarketingProfs and the Content Marketing Institute.
The 1400+ respondents report allotting on average 33% of their budget to content marketing. Interestingly, “micro” companies of fewer than ten employees are dedicating 42% on B2B content marketing, more than the mid-size and large companies polled. Compared with last year, marketers have increased the frequency of all their content tactics, with the biggest jumps being in the distribution of video, mobile content and research reports.
So Where’s the Rub?
With dollars flowing and management buy-in on the rise, you’d think marketers would feel good about their efforts. Surprisingly, however, just 6% rated their content marketing as “very effective.” In fact most rated their use of tactics only moderately or somewhat effective.
So how can enthusiasm and spending be hot but execution just lukewarm? In short, difficulties generating content.
About 64% of respondents cited “producing enough content” as their biggest challenge, followed by 52% who identified “producing engaging content” as their top issue. Forty-five percent were most concerned about “producing a variety of content.”
Partnering Prevents Some Pitfalls
You probably weren’t part of the MarketingProfs survey. But if you’re doing or considering B2B content marketing there’s a good chance you see yourself and your company in some of these results.
One of the surest ways to overcome many of these issues is to outsource at least some content creation to an experienced creative services provider. These firms are typically experts in the key disciplines needed to produce and distribute quality content, such as copywriting, graphic design, online marketing, and often, social media.
A creative service firm can work directly with your subject matter experts to develop content (and distribution strategies) for white papers, case studies, blogs, articles and websites, as well as print and electronic versions of sales collateral and press releases.
Partnering with a reputable creative services company can help ensure that you produce enough of the right content, in an interesting and engaging way, with the depth and variety your audience expects. So unlike those in the study, you’ll feel “very effective” at getting content marketing right.
