With the near-universal embrace of content marketing—93% of B2B marketers are using content marketing, and B2C marketers are close behind—the amount of brand content being produced has exploded.
But the capacity of buyers to consume content hasn’t changed, making content quality (as noted by several contributors to the 2016 B2B Marketing Trends report) the focus of differentiation moving forward. The top challenge for content marketers will no longer be producing more content, but rather creating relevant content, in the right mix of formats, that connects with buyers on an emotional level.
Already widespread, content marketing will continue to grow. Because content marketing is increasingly essential (buyers now complete two-thirds of their purchase journey online before ever contacting a vendor) and popular (90% of B2B buyers say online content has a “moderate to major effect” on their selection process), spending on content marketing is expected to nearly double by 2019.
Here are three more key takeaways from the 22 content marketing stats and facts below:
Words today, pictures tomorrow. In B2B purchase decision making, text still rules (for now): 80% of business decision makers say they prefer to get vendor information in a series of articles, and 85% prefer text over video. But that won’t last. [Read more…]