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The popularity of whitepapers as a B2B content marketing format is declining in relation to more interactive, easily digestible formats such as video, according to a recent survey of the B2B Technology Marketing Community on LinkedIn.

Overall, B2B content marketing is seen as an increasingly effective strategy: More than 82% of survey respondents are planning to increase their content production over the next 12 months.

Other key findings from the annual report:

  • YouTube is gaining popularity as a social media platform to reach and engage B2B audiences. Facebook is losing ground. 
  • 61% of marketers use marketing automation platforms, up from 43% last year. 
  • The vast majority (93%) of B2B marketers are creating content from scratch.
  • Only 34% are syndicating/curating content, and just 30% are encouraging user-generated content. 

Below, additional insights from the B2B Content Marketing Report, which was authored by Holger Schulze, the manager of the B2B Technology Marketing Community on LinkedIn.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji