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.