How Are Companies Actually Using Content Marketing

You’ve read the statistics on the use of content marketing – and heard the benefits. Content marketing can help your company drive new leads, nurture existing leads and score leads based on their relevance.

But how are companies actually executing content as a tactic?

Marketo’s research shows that there are several top categories of content production that B2Bs specifically are having success with.

The top tactics used by B2B marketers in their survey include:

• Social media, excluding blogs
• Article posting
• E-newsletters
• Case studies
• Blogs
• White papers
• Webinars
• Print magazines

Companies with over 1,000 employees use an average of nine content marketing tactics, while companies with less than 10 employees use an average of six content marketing tactics.

In order to have success with content marketing, multiple tactics are required across several different channels.  <Tweet This>

This creates the biggest challenges that B2B marketers see with content marketing – content creation.

Marketo’s survey showed that:

• 36 percent of B2B marketers are challenged with producing engaging content.
• 21 percent  of B2B marketers are challenged with producing enough content.

Keeping both the quality and quantity high in content creation is key to using the six to nine channels of content that seem to be the standard for B2B marketers.

That’s why it’s essential for your B2B company to find the right resources to handle content strategy and creation. Fifty-one percent of B2B marketers plan to increase spend in content marketing over the next year – with a combination of inhouse and outsourced content marketing solutions.

Using this combined approach –your team, supported by an outsourced content provider – you can start to leverage these popular channels and get the leads and conversions that you’re looking for.