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Published on: June 5, 2021 / Update from: June 12, 2021 - Author: Konrad Wolfenstein

Online Marketing Agency – Image: stockfour|Shutterstock.com

Content marketing: supreme discipline with obstacles

Everyone confirms: Content is king! Unfortunately, there are still problems for many people. Marketers can tell you a thing or two about it. There are many reasons for this. People like to praise good content, but the effort and performance behind it are completely underestimated. In the end there is always the question: Who will pay me for this? Can't you use the budget for "more effective" measures, "that bring more?" But content development is the starting point for successful marketing. If the content is bad, this cannot be addressed through further marketing measures such as: B. improve the distribution of the content.

Effectiveness means doing the right things. Efficiency means doing things right.

A lack of awareness and awareness of this supreme discipline is also reflected in responsibility: According to a survey, 52% of the content is a small group or one person is responsible for it. It's no surprise that at some large companies, content is actually created by just one person. What makes matters worse is that at the end of the day many people still have to have a say in the publication of the content and it then happens that far less is published than one could. Many content topics get stuck in the decision-making process.

Therefore, it is important to make content development and content marketing the core of marketing work, which must be quick and efficient.

The multitude of marketing options are a major challenge for every marketing department and marketing manager. What is needed and what is unnecessary? Where to start and how to implement it? Market observations (market intelligence), which we provide comprehensively at Xpert.Digital, are helpful.

Three basic questions help you reflect on your own and current activities:

Do you or your team know your unique selling point (USP), i.e. your unique selling point?
Do you or your team know your target group and their customer demographics?
Are you or your team using the right marketing strategies for this?

More about this here with all the details and graphics: Challenges for Marketing

Departments responsible for B2B content marketing

How is content marketing structured in your organization? – Image: Xpert.Digital

Responsible organizational structures for B2B content marketing. The graphic shows the organizational structures responsible for B2B content marketing in North America (as of July 2019). During the survey, 25 percent of respondents said their B2B content marketing is handled by a centralized content marketing group that works with multiple brands/product lines across the company.

How is content marketing structured in your organization?

25% – Centralized content marketing group working with multiple brands/product lines across the company
6% – Each product/department has its own content marketing team
15% – Both: a centralized group and individual teams across the company
52% – Small (or one-man) marketing/content marketing team that oversees the entire organization
2% – Other

Achieved corporate goals through the use of B2B content marketing

Achieving goals with the help of content marketing – Image: Xpert.Digital

Achieving goals with the help of content marketing. This statistic shows the leading goals achieved using content marketing among B2B marketers in North America. During the survey, 86 percent of respondents said that brand awareness was a goal their organization was able to achieve thanks to content marketing. The question was:

What content marketing goals will your company focus on over the next 12 months?

86% – Create brand awareness
79% – Educate target group(s).
75% – Build credibility/trust
70% – Generate demand/leads
68% – Nurture subscribers/audience/leads
63% – Build loyalty with existing customers
52% – Encourage participation in one or more in-person events
53% – Generate sales/revenue
45% – Building a subscriber base
45% – Support the launch of a new product

Paid content distribution methods

Paid content distribution methods – Image: Xpert.Digital

Paid content distribution methods used by B2B marketers in North America. The graphic shows the leading types of paid content distribution methods used by B2B marketers in North America. During the survey, 61 percent of respondents said they used search engine marketing and pay-per-click methods to distribute advertising content.

What are the main paid content distribution methods?

72% – Social media advertising/promotional posts
66% – sponsorship (e.g. trade fair stands, workshops, branding)
61% – Search engine marketing/pay-per-click
46% – Banner advertising to promote your content
32% – Partner emails to promote your content
31% – Native advertising/sponsored content (excluding social media)
14% – Other

The most valuable content marketing types, the most effective B2B content types

The most valuable types of content marketing – Image: Xpert.Digital

The most effective B2B content types for moving prospects through the sales funnel. A 2019 survey of B2B marketing professionals in the US found that 55 percent of respondents viewed articles and blog posts as the most valuable content for moving prospects through the sales funnel. Another 43 percent said that reviews and customer testimonials help them win over prospects. The question was:

What type of content is most effective at moving prospects through the funnel?

55% – Articles/blog posts
43% – Reviews/testimonials
38% – White papers
33% – Videos
30% – Webinars
28% – Research reports
23% – Social media posts
19% – Content created with partners

Current PDF libraries to support your marketing planning and activities

We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:

Do you need more input on marketing?

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Konrad Wolfenstein

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Xpert.Digital – Konrad Wolfenstein

Xpert.Digital is a hub for industry with a focus on digitalization, mechanical engineering, logistics/intralogistics and photovoltaics.

With our 360° business development solution, we support well-known companies from new business to after sales.

Market intelligence, smarketing, marketing automation, content development, PR, mail campaigns, personalized social media and lead nurturing are part of our digital tools.

You can find out more at: www.xpert.digital – www.xpert.solar – www.xpert.plus