A research “B2B Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023” by the Content Marketing Institute/Marketing Profs, sponsored by ON24, showed the main needs of B2B content marketing for this year.
A majority of professionals confirm that the content marketing strategy will become even more important in 2022. I have a new perspective in mind, Which actions will be a priority? This is what you are going to confer on this article!
If you want to stay tuned to the market and don’t want to waste your chances of appearing in front of your competition, pay attention to the years presented!
Confirm:
- or that you are B2B content marketing professionals need to be in 2023;
- The main challenges in B2B content marketing;
- B2B demand generation: growth expectations;
- the importance of content in the B2B purchasing decision
Or what B2B content marketing professionals do you need in 2023?
To identify the possible points of improvement in B2B content marketing strategies, more than a thousand interviewees were asked about what they would like to modify in their actions and reposts:
- awareness and support at the executive level;
- a content marketing strategy;
- more orçamento and additional equipment;
- more access to specialists (not a specific branch of their companies);
- best technology and martechs;
- better measurement of results;
- greater alignment between marketing and sales.
But, having seen, there is still much to emphasize, given that only 29% say that they consider their organizations extremely or very close to content marketing.
Also, a new research by the Content Marketing Institute shows that marketing professionals in the B2B sector are facing various challenges to scale their content marketing strategies and conquer a certain audience with their products.
The main challenges in B2B content marketing
To trace which actions are necessary to conquer the main modifications desired to achieve the success of the strategy, it is necessary to evaluate the challenges. The lists of hairs interviewed foram:
- create content that addresses different stages of the consumer’s day – 61%;
- align content with marketing and commercial activities – 50%;
- develop consistency with measurement of results – 43%;
- differentiating competing products/services – 38%;
- count on specialist support for content production – 34%.
B2B Demand Management: Growth Expectations
In addition to the study carried out by the Content Marketing Institute, the latest annual report “State of Demand Gen” from Activate, produced in partnership with Marketing Charts, shows that this year, around 46% of B2B marketing professionals expect its orçamento to Demand generation will increase significantly or slightly over the next 12 months.
The importance of content in the B2B purchasing decision
B2B marketing professionals who aim to scale their demand generation should focus primarily on creating valuable content for their audiences and look for ways to overcome their content production and segmentation challenges.
In the end, a study of the Demand Gen Report in partnership with Demandbase shows that 62% of B2B decision makers opt for a company to the detriment of others due to the quality of the content, showing how much the content impacts the purchasing decision of the B2B sector .
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