“5” Eye-Opening B2B Content Marketing Statistics for 2019

by blackwoodimpact

In a previous article, we at Blackwood Impact Group shared why we believe now is the time for B2Bs to think about revamping six critical areas in their marketing (6 B2B Marketing Strategies You Should Immediately Update.) Our commentary was based not only on our experience as consultants but also on recently released research. 

For the ninth year in a row, MarketingProfs and Content Marketing Institute has partnered to produce an insightful report. Their B2B Content Marketing: 2019 Benchmarks, Budgets, and Trends – North America (https://contentmarketinginstitute.com/wp-content/uploads/2018/10/2019_B2B_Research_Final.pdf) provides an in-depth look at the state of B2B’s marketing practices across the country.  In our review of their findings, we found “X” facts that cave us cause for concern.

As consultants, we at Blackwood Impact Group continually encourage our clients and colleagues to be strategic in every area of operating their businesses so that they can experience maximum profits as easily as possible. Although we encountered some “eye-opening” statistics in the report, we can’t say that we were terribly surprised. We continually encounter businesses operating without clearly defined marketing strategies; some of them turn to us for help. 

Here’s what caused us to raise an eyebrow or two. 

Eye Opening Statistic #1 – 67% of B2B marketers surveyed are either very or extremely committed to content marketing: an improvement from 56% surveyed in 2018.

Eye Opening Statistic #2 – While 78% of the marketers surveyed said their companies had a content marketing strategy, only 39% confirmed they had a documented strategy.

Eye Opening Statistic #3 – Although many marketers use content to achieve a variety of their goals, only 49% of B2B measure the ROI of their content marketing efforts.

Eye Opening Statistic #4 – Of the most successful content marketers surveyed, 67% have a documented strategy. By the same token, 65% of the least successful B2B content marketers do not measure their ROI.

Eye Opening Statistic #5 – Only 42% of marketers would define their content marketing efforts as “mature;” they know there is still room to grow and improve.

Here’s our takeaway: even though B2B companies recognize the importance of content marketing, many are still lagging behind in actually formulating, documenting, and executing a coherent strategy. If your company can identify with any of those statistics, you can rest easy knowing you are not alone. However, if you are looking to improve your results, Blackwood Impact Group can help. Contact us today at at 770-502-6295 or info@blackwoodimpactgroup.com for a no-obligation consultation.