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Published on: June 5, 2021 / Updated on: June 12, 2021 – Author: Konrad Wolfenstein

Online Marketing Agency – Image: stockfour|Shutterstock.com

Content Marketing: The Ultimate Discipline with Obstacles

Everyone agrees: Content is king! Unfortunately, many still fall short. Marketers know this all too well. There are many reasons for this. Good content is often praised, but the effort and work behind it are completely underestimated. Ultimately, the question always arises: Who's going to pay for this? Can't the budget be used for more effective measures, for something that delivers more results? But content development is the foundation for successful marketing. If the content is poor, it can't be improved through further marketing measures such as content distribution.

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

A lack of awareness and understanding of this crucial discipline is also reflected in the level of responsibility: According to a survey, 52% of content creators are responsible for a small group or a single individual. It's no surprise that in many large companies, content is indeed created by just one person. To make matters worse, many people have to have their say on content publication, resulting in far less being published than could be. Many content topics get bogged down in the decision-making process.

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

The sheer number of marketing opportunities presents a major challenge for every marketing department and marketing manager. What is needed and what is unnecessary? Where to begin and how to implement it? Market intelligence, which we at Xpert.Digital provide comprehensively, is invaluable in answering these questions.

Three basic questions help in reflecting on one's own and current activities:

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

More information with all details and graphics can be found here: Marketing Challenges

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 indicated that their B2B content marketing is managed 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 as well as individual teams throughout the company
52% – Small (or one-person) marketing/content marketing team that serves the entire organization
2% – Other

Business goals achieved through the use of B2B content marketing

Achieving goals through content marketing – Image: Xpert.Digital

Achieving Goals with Content Marketing. This statistic shows the leading goals achieved through content marketing among B2B marketers in North America. During the survey, 86 percent of respondents indicated 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 in the next 12 months?

86% – Create brand awareness
79% – Educate the target group(s)
75% – Building credibility/trust
70% – Generate demand/leads
68% – Cultivate subscribers/audience/leads
63% – Building loyalty with existing customers
52% – Promote participation in one or more personal events
53% – Generate sales/revenue
45% – Building a subscriber base
45% – Supporting 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 indicated that they used search engine marketing and pay-per-click methods for distributing advertising content.

What are the most important paid content distribution methods?

72% – Social media advertising/promotional posts
66% – Sponsoring (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 types of content marketing, the most effective B2B content types

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

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

What type of content is most effective in guiding prospects through the funnel?

55% – Articles/Blog posts
43% – Reviews/Customer 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 numerous further insights into figures, data and facts that can help you optimize and expand your marketing:

Do you need more input on the topic of marketing?

That's why Xpert.Digital is for Memmingen, Biberach and Kempten!

Konrad Wolfenstein

I would be happy to serve as your personal advisor.

You can contact me by filling out the contact form below or simply call me on +49 731 37 999 300 .

I'm looking forward to our joint project.

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Xpert.Digital – Konrad Wolfenstein

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

With our 360° Business Development solution, we support renowned 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 more information at: www.xpert.digital – www.xpert.solar – www.xpert.plus