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B2B Content Marketing: Top Tactics, Goals, and Tools

by Ayaz Nanji  |  
June 8, 2015

Case studies and client success stories are the content types that B2B companies most use, according to a recent report from Starfleet Media.

The report was based on data from a survey of 324 B2B marketers and salespeople from around the world (69% based in North America; 22%, Europe; 9%, other). Respondents work for B2B companies in a wide range of industries, including technology, manufacturing, and business services.

Some 67% of respondents say they have put case studies/client success stories to use as a digital content marketing asset in the previous12 months; other commonly used content types are whitepapers (62% have created), webinars (58%), and e-books (52%).

Below, additional key findings from the report.

Success and Goals

  • 50% of respondents say they have been successful or very successful in achieving their primary objectives for content marketing.
  • Top content marketing objectives are generating more leads (92% of respondents cite), raising brand visibility (90%), and generating better leads (87%).

Distribution Tactics

  • 91% of respondents say their company has distributed content via sales team outreach in the previous12 months.
  • 90% have distributed content via Twitter and 88% have distributed via a blog.

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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

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  • by Andrew Mon Jun 8, 2015 via web

    Interesting article. That said the impact would be greatly increased if we saw the flip-side of this discussion - i.e. from the Customer's point of view. So if these are the top 10 types of assets used, are here are our goals, which (in the eyes of the customer) really work?

  • by Halie Mon Jun 8, 2015 via web

    Neat data, thanks for sharing Ayaz! It definitely falls in line with the practices that we've implemented with clients over the last year, plus. We've made a big push for case studies because of the way that buyer cycles have changed. Leads are coming in having done so much of their research before ever reaching out.

  • by Joal Tue Jun 16, 2015 via web

    Good information. Would be interested in a follow up to see of those tactics, which were most successful?

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