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.

Sign up for free to read the full article.

Take the first step (it's free).

Already a registered user? Sign in now.
Loading...
ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Level up your writing (and your marketing) with Marketing Writing Bootcamp.