Executives are worried that their thought leadership won’t stand out in a saturated market, but also see the potential for it to generate media coverage.
Content Marketing Articles
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B2B Digital Marketers See Content as Vehicle to CX Improvement
Another priority for CX improvement in the coming year is aligning teams and tactics to create a seamless brand experience.
Vast Majority of B2B Buyers Say Vendor Content Impacts Purchase Decision
Buyers want vendor websites to provide easy access to content that speaks directly to their company.
1 in 3 Marketers Say They’re Not Currently Using Enough Channels
The most-cited essential element of a successful multi-channel marketing strategy is accurate measurement of performance.
2021 Business Video Completion Rates and Other Benchmarks
Video lengths rose – and so did completion rates.
Media Planners Expect to Make Greater Use of Market Research
Many media planners are expecting to leverage channel research for the first time this year.
4 Points on the Use of Video in Business
2 in 3 marketers believe it would be important for the sales team to access video viewing data to qualify leads, engage prospects, or influence specific deals.
3 Points About B2B Buyers’ Content Preferences
B2B buyers said they find research/survey reports to be their most valuable content type for researching purchases.
Last Year’s Popular #ContentMarketing Tweets Also Included These Hashtags
The most common hashtags and topics speak to the relationship between content and SEO.
B2B Buyers Say Research & Data Are Key Factors in Content Shareability, Memorability
B2B buyers want short content that uses research and data to support claims.
What’s the Optimal Approach to Content-Led Advertising?
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
Analysis: Type of B2B Content Consumed May Signal Purchase Intent Timeline
Information-heavy content types are associated with a greater likelihood for an immediate buying decision.
Brand Reputation Is More Important Than Price, Almost Half of US Consumers Say
Gen Zers are less likely than older adults to say that various factors are more important than price in their purchase decisions.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
In Bid to Improve CX, B2B Marketers Look to Expand Their Retention Strategies
B2B marketers report being more focused on profitability than growth this year.
In-House Agencies Now “Firmly Entrenched”
Some 82% of ANA member marketers surveyed have an in-house agency, and the ANA forecasts this figure to peak at 85-90%.
Customer Marketing Is A Key Priority for B2B Marketers This Year
Most B2B marketers say they met or exceeded their growth targets last year, and appear primed to do so again this year.