Revised May 12, 2020
With more than 80% of b2b and high-value consumer purchasing decisions now starting with online research, content marketing is hot. Consider:
Buyers want content. According to J-P De Clerck, “87% of surveyed buyers look for advice before buying a product, service or solution. The first source when doing so: Web searches. With 71% of respondents who look for information, searches are by far the main source of information. Search and content are by definition very integrated.”
Marketers are producing more content. Recent research from MarketingProfs found:
- On average, B2B content marketers are spending 33% of their marketing budgets on content marketing, up from 26% last year.
- 54% plan to increase content marketing spending next year.
- All content tactics are being used more frequently than they were last year, with the use of research reports, videos, and mobile content having increased the most.