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.
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.
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