Guest post by Keith Fenech.
Top-performing B2B content marketers put the information needs of their audiences ahead of the company’s sales and promotional message. That’s one of the key findings from the ninth annual report from the Content Marketing Institute and MarketingProfs: B2B Content Marketing 2019: Benchmarks, Budgets, and Trends—North America report.
Drilling further into the report, it’s interesting to note how marketers are researching their audiences, and the key gaps within that process. Nearly 75 percent of those surveyed named sales team feedback and website analytics as their top content planning and research tools, with less than half saying they talked to their customers.
Within that gap lies an opportunity to have a different kind of customer conversation, one that is driven by data. Software usage intelligence can be used to richly inform three areas of content strategy that will be absolutely vital for content marketing teams who want to put their audiences first in 2019.