2020 B2B Content Marketing Benchmarks Report: 8 Grade-A Opportunities


Anyone who went to public faculty as a child remembers Report Card Day. Sometimes, it was a day to rejoice — to see the outcomes of our efforts written down in black and white, appropriate for framing. Sometimes it was a sobering reminder of a misspent semester chopping class to browse the native CD store (or was that simply me?). 

I get the identical vibe from the annual B2B Content Marketing Benchmarks, Budgets, and Trends – North America Report from Content Marking Institute (CMI) and MarketingProfs. We can rejoice in huge enhancements and beneficial properties. (More of us are documenting our content material advertising technique! Good for us!) And, after all, we will additionally see the place we may gain advantage from research corridor.

If you discover you’re on the flawed aspect of those stats, there’s excellent news. You don’t have to point out this content material advertising report card to your dad and mom. No one’s getting grounded for underperforming. Better but, the report can also be a useful information for enchancment! So let’s check out among the key takeaways that may make it easier to transfer to the pinnacle of the category.

B2B Content Marketing Opportunities for Improvement

Unlike a report card, this report can truly make it easier to enhance your grade for subsequent yr. It highlights the inconsistencies between what we say we would like, and what we’re truly doing. And it exhibits what the best entrepreneurs are doing in a different way.

Opportunity Type 1: What We Say Versus What We Do

Are your content material advertising practices constant together with your targets? If not, you’re not alone. Here are 4 alternatives in your group to cease working at cross functions with itself.

#1: Are You Building a Subscription Base?

The overwhelming majority of survey respondents (87%) agreed that e-mail newsletters have been the very best performing tactic for lead nurturing. Given entrepreneurs’ ever-pressing must show ROI and seamlessly get prospects all over the funnel, which means we needs to be specializing in efficiently constructing subscribers for these newsletters, proper?

However, lower than half of respondents (45%) mentioned their content material advertising efforts have been profitable in constructing a subscribed viewers. Top performers are doing higher, however there’s nonetheless numerous alternative — 68% have had success.

While constructing a “subscribed audience” can actually transcend a conventional e-newsletter record (e.g. YouTube, weblog RSS feeds, and many others.), the e-mail implications and alternatives are actual.

As my colleague Nick Nelson so elqouently acknowledged in his latest submit Email Marketing is NOT Dead, But It Needs Rejuvenation: “Email marketing is alive and well… This channel can still be a key fixture in your content strategy if you give it the care and attention it deserves.”

#2: Are You Creating Content for the Customer Journey?

I’ll do my greatest to not lecture right here. As a father of a 10-year-old and Four-year-old, lecturing is a reflex motion, however I’ll do my greatest. But of us:

Less than half of respondents mentioned they’re creating content material for particular phases within the buyer journey. Only 48% are making it occur.

New Report: Less than half of B2B entrepreneurs are creating content material for particular phases within the buyer journey. @CMIContent @MarketingProfs #B2BContentMarketing Click To Tweet

That means 52% are usually not guiding their viewers to take logical subsequent steps that result in a sale. That means 52% are usually not truly doing content material advertising. They’re simply creating content material. 

Content advertising requires realizing who your viewers is, the place you need them to go, and what steps they might want to take to get there. However, solely 32% of respondents say they’ll prioritize attending to know their viewers higher in 2020. 

If you’re not creating content material past the highest of the funnel, your homework is to take the time to achieve deeper viewers insights to develop a technique for assembly your prospects and prospects wherever they’re of their journey.

#three: Are You Using Your Budget Effectively (And Can You Prove It?)

The content material advertising gold rush of the early 00s is a distant reminiscence. Nearly 40%  of respondents mentioned their content material advertising price range would keep the identical or lower in comparison with final yr. About a 3rd mentioned their price range would enhance, however by lower than 9%.

I’m certain 100% of those respondents consider they may do higher with an even bigger price range. So why are the purse strings so tight?

The greatest strategy to get extra advertising price range is to point out outcomes out of your current price range. But solely 43% mentioned they measure content material advertising ROI. And of that 43%, lower than two-thirds mentioned they have been wonderful or superb at measuring.

New Report: Only 43% of B2B entrepreneurs say they measure content material advertising ROI. @CMIContent @MarketingProfs #B2BContent Marketing Click To Tweet

Marketers must elevate our career by tying our efforts on to income. We have the information and the instruments to point out the greenback worth of each optimized weblog submit or influencer asset. Even top-of-funnel techniques can tie to ROI. 

Marketers must elevate our career by tying our efforts on to income. @NiteWrites Click To Tweet

If you realize your anticipated conversion fee for every stage of the funnel, and you’ll correctly attribute these conversions, and you realize the worth of a sales-qualified lead, you possibly can categorical your worth straight in dollars and cents. Which, as we all know, is the native language of the parents who log off on price range proposals.

Read: How to Rally Around ROI and Prioritize Your Digital Marketing Efforts within the Face of Budget Cuts

#Four: Are You Pursuing Sophistication?

First, the excellent news: 69% of entrepreneurs say they’re extra profitable now in comparison with one yr in the past. However, that perceived enhance doesn’t correspond with a rise in sophistication. Only 9% say they’re actually refined, with the flexibility to supply correct measurement and scale throughout the group.

If your outcomes are bettering, however you’re not pursuing sophistication, these beneficial properties are prone to be short-term. Without the flexibility to scale, there’s a tough restrict to what you possibly can accomplish. Without the flexibility to measure ROI, your price range is prone to stagnate, even if you happen to’re getting outcomes.

To continue to grow your program, increasing and exploring new alternatives, even chasing just a few shiny objects, it’s essential to purpose for growing sophistication.

Opportunity Type 2: Borrowing from Top Performers

The different strategy to establish alternatives is to take a look at how techniques differ between essentially the most profitable and least profitable respondents. What are these butt-kicking entrepreneurs doing that the remainder of us haven’t picked up on but?

Here are 4 attributes of essentially the most profitable entrepreneurs which are the least widespread within the much less profitable.

#1: Delivering Relevant Content

Here’s a breaking information merchandise: It’s exhausting to have a profitable content material advertising program with out delivering “relevant content, when and where a person is most likely to see it.” So it’s no shock 93% of high performers are doing simply that, whereas solely 37% of least profitable can pull it off.

Delivering related content material begins with viewers and search engine optimization analysis to create best-answer content material. Then it means distributing mentioned content material via paid, natural, and influencer channels to get it to the proper viewers.

#2: Providing Optimal Experiences

Eighty-three % of high performers can present optimum experiences throughout the client’s engagement journey. Only 23% of much less profitable entrepreneurs say the identical. 

What does it imply to supply optimum expertise? It goes past simply creating nice content material. It means realizing each stage of your prospects’ journey, realizing who they’re and what they should hear. And it’s specializing in what they want, not simply what you need them to know.

Creating an important buyer expertise goes past creating nice content material. It means realizing each stage of your prospects’ journey, realizing who they’re and what they should hear. @NiteWrites Click To Tweet

#three: Documenting Content Marketing Strategy

I’ll be transient: Only 16% of the least profitable of us have a documented content material advertising technique, whereas 69% of essentially the most profitable have one. It’s one of many strongest correlations in the entire report and has been for not less than the 5 years I’ve been masking it.

Make a considerate and data-informed plan and write it down. Please. Don’t make Joe Pulizzi cry.

#Four: Committing Budget

On common, in response to the report, essentially the most profitable applications have double the price range of much less profitable applications. 

That doesn’t imply that throwing cash at your content material is routinely going to make it extra profitable, after all. It’s extra doubtless that the highest performers are higher capable of justify their price range, show their outcomes, and encourage extra funding. That sort of success builds on itself.

So if higher outcomes get you extra price range to spend money on higher outcomes, how do you get on the cycle of enchancment within the first place? 

It all comes again to measurement. Bake your measurement — metrics, KPIs and targets — into your content material creation. From self-importance metrics like web page views right down to dollars-and-cents, measurement is essential to each bettering your outcomes and displaying your work if you pitch subsequent yr’s price range.

What Will Next Year’s Report Card Look Like?

If you felt nervous trying on the B2B Content Marketing Benchmarks this yr, now’s the time to begin planning for subsequent yr. Invest in closing the chance gaps in your advertising efforts, enhance your viewers information, pursue sophistication, and measure, measure, measure.

With a extra strategic outlook (and a documented content material advertising technique — can’t stress that sufficient) you possibly can anticipate the 2021 benchmark report with the serene confidence of a Four.zero scholar. 

Tighten up your core advertising technique with recommendation and insights from among the business’s greatest and brightest. Check out our interactive B2B Marketing Fitness eBook that includes 16 B2B entrepreneurs.

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