Email continues to play a major role in B2B content marketing, judging by B2B Content Marketing 2020, a study by the Content Marketing Institute and MarketingProfs, sponsored by Sitecore.
For one thing, newsletters are the most effective vehicle for nurturing leads. Of the content marketers polled, 31% cite newsletters, 13% blog posts/short articles and 9% each for in-person events and case studies.
In addition, email response tops the list of performance metrics. Here are the ones measured in the last 12 months:
Furthermore, 84% use paid distribution channels for content marketing. Those paid channels include:
Overall, 34% of the respondents expect to increase their 2020 content marketing budgets by 1% to 9%, and 12% by more than 9% YOY.
Another 35% expect their budgets to remain the same and 4% expect them to decrease, while 15% are unsure.
Despite email’s dominance in nurturing leads, the main vehicles for securing leads are in-person events (19%), webinars/online events (!6%) and eBooks/guides (13%).
Building brand awareness is best done through blogs posts/short articles (33%), social media content, including tweets and stories (25%) and in-person events (8%).
And the most productive conversion tools are in-person events (25%), case studies (23%) and webinars/online events (11%).
The report divides companies into three categories: the most and least successful and all respondents.
Of the most successful, 87% are likely to say their content marketing is sophisticated and mature versus 42% of all participants. Also, 69% of the top tier firms have a content marketing strategy, compared with 41% of everyone else.
In addition, the leading brands are also most prone to:
Effective content distribution requires that material be distributed when and where a person will see it — 71%agree, the study notes.
The research is based on input from 679 respondents.