Research: Technology Marketers Gain Stronger Content Marketing Foothold

March 29, 2016

Maturity and experience. These are two things that matter with the 71% of technology marketers who say their organizations are effective with content marketing.

Technology B2B Content Marketing

The latest research from the Content Marketing Institute (CMI) and MarketingProfs delves into the success of technology marketers. In 2016 B2B Technology Content Marketing: Benchmarks, Budgets and Trends – North America, technology marketers report the highest adoption rate of content marketing among all groups that CMI surveys – 95 percent. But that number doesn’t come without some unique challenges:

  • They’re tasked with creating many types of content for numerous points along a complicated, multi-layered buyer’s journey.
  • They operate in an industry where buying cycles are often long.
  • They usually require a lot of time to develop an in-depth understanding of the products and services their company offers to be able to craft content that’s easy for their audience to grasp.

Usage and Effectiveness
The number of technology marketers who document their strategy increased to 33%, up 6% from last year. A documented strategy proves key to success for improving content marketing effectiveness for all B2B content marketers. This may be reflective of the maturity of this group, with one-third reporting that their organizations are either sophisticated or mature in their content marketing journey. The research also showed growth in the number who have a content marketing strategy – 83% this year have a strategy and of those, 36% have it documented.

Tech Marketers Maturity

Tactics
Effectiveness ratings for most content marketing tactics, social media platforms, and paid methods of content promotion/distribution are higher than they were just one year ago. A whopping 96% of technology marketers use an average of 14 content marketing tactics. This serves as a clear message for B2B marketers – and executives – who doubt the effectiveness of social media in the B2B world that they’re quickly losing ground to competitors who understand what matters to today’s buyers.

B2B Technology Content Marketing Tactics

Strategy and Organization
When compared with the overall sample, the most effective technology marketers meet frequently to talk about how well they’re preforming. These frequent meetings keep content and its value to the business front and center. This not only keeps this message fresh for everyone on the team, but also to the rest of the organization, building credibility for content as an essential asset that must be managed. In fact, the marketers themselves report that they benefit a great deal from these meetings, with 58% describing these meetings as extremely valuable (20%) or very valuable (38%).

B2B Technology Content Marketing Internal Communications Meetings

Challenges
With a complicated buyer’s journey, it’s no surprise that 62% say producing engaging content is their greatest content marketing challenge. This is a strong indication as to why 70% are focused on creating more engaging content. This will help them in supporting organizational goals of greater lead generation and sales, and showing the ROI on the quality of sales leads, conversion rates and overall sales.

B2B Technology Content Marketers Effectiveness

What do you think about these B2B technology research results? How do they compare to your organization? Let me know in the comments.

Photo credit: Flickr user Nila Sivatheesan

About Carla Johnson

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Carla Johnson is a world-renowned storyteller, an entertaining speaker, and a prolific author.

Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action. Her work with Fortune 500 brands has served as the foundation for many of her books.

In her latest project, Fast Forward Files, she contributes to a larger collection of thoughts by some of the world’s greatest minds -  Shazam co-founder Dhiraj Mukherjee, activist and entrepreneur Heather Mills and behavioral designer, technologist and mental-health champion Peter Trainor. Consistently named one of the top influencers in B2B, digital and content marketing, Carla regularly challenges conventional thinking. 

Today, she travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.