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How B2B Content Marketers Are Missing the Mark

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B2B content marketers are intent on pushing their products/services in content pieces, whereas their audience is looking for substantive ideas, according to a recent report from the Economist Group and peppercomm.

The report was based on data from poll of 500 global business executives who were asked about what they look for in content, and 500 global marketers who were asked about how they're building their content strategy.

Some 75% of executives say their primary purpose for seeking out content is to find ideas, the survey found. However, 93% of marketers say the intent of their content is to directly promote products/services.

Below, additional key findings from the report.


Marketers' Disconnect

The marketers' surveyed show a disconnect between their goals and how they measure success: 85% say their B2B content is intended to build brand, yet 70% measure effectiveness based on leads generated.

What Business Leaders Do (and Don't) Want

Just over two-thirds (67%) of the business leaders surveyed say content that contains unique or timely information improves their perception of a brand.

Some 71% of business leaders say they don't like content that feels more like a sales pitch than valuable information.

Content Habits

Most (85%) of the business leaders surveyed say they prefer text content to audio/video when making business decisions.

Nearly two-thirds (63%) of business leaders say they use online search as a primary tool to find content.

About the research: The report was based on data from poll of 500 global business executives who were asked about what they look for in content, and 500 global marketers who were asked about how they're building their content strategy.


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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 Kanti Purohit Mon Jul 20, 2015 via web

    This is good information about the disconnect.

    My only "beef" is with labeling this " according to a recent report from the Economist Group and peppercomm."

    The slidehare deck was published on Oct 07, 2014.

    I guess recycling content is also a strategy!

  • by Luanne Flikkema Tue Jul 21, 2015 via web

    The disconnect might also be characterized in terms of what marketers are incented for: damn few are incented for "thought leadership" (which is nebulous, difficult to define and measure, and difficult to link to an actual sale). But with the emphasis on Makreting ROI, many, many markters are incented for generating leads and sales.

    People tend to do what they're rewarded for, and until research can demonstrate a clear causal link between thought leadership and sales, guess what marketers will continue to focus their content on?

  • by Merlin Mon Jul 27, 2015 via web

    Useful information Ayaz Nanji. As a content writer this is needed one for me. Came to know about content strategies that are used by the B2B Content Marketers.

    It is important that the content should have valuable infomation, be unique and should portray the clear information on products and services.

    Merlin
    Bizbilla - B2B portal

  • by Anne Janzer Wed Aug 5, 2015 via web

    Yes, yes, yes. Thank you for saying this, because it's the single hardest idea to get marketing groups to buy into when they create content. It takes patience to do content marketing well, and that means not selling until people are actually enquiring about your particular solution.

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