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CMI: B2B content marketers should move beyond top-of-the-funnel

Tuesday, October 22, 2019 — 14:37:31 (EDT)

CLEVELAND, Oct. 22, 2019 (GLOBE NEWSWIRE) -- Most B2B marketers use content marketing successfully to achieve top-of-the-funnel goals such as brand awareness and audience education. But they are missing out on relationship-building opportunities deeper in the funnel. That’s a key finding in Content Marketing Institute’s newly released B2B Content Marketing 2020: Benchmarks, Budgets, and Trends—North America report produced with our friends at MarketingProfs, and sponsored by Sitecore.

To download the full report visit: cmi.media/b2b2020

While the 2020 research does show a notable increase in those who are successfully using content marketing to nurture subscribers, audiences, and leads (68% versus 58% one year ago), they still have work to do on activities that deepen relationships - like building loyalty with existing clients/customers and growing their subscribed audiences - which are crucial to long-term content marketing success. In fact, B2B marketers who characterize their organizations as extremely or very successful with content marketing are far more likely to achieve these relationship goals with their content efforts when compared with all surveyed B2B marketers.

“Getting attention is great, but marketers must keep that attention. Kudos to those who are creating lasting impressions and super fans,” shares Stephanie Stahl, general manager, Content Marketing Institute. “We want them to continue that great work. For the rest, it’s time to focus, look for inspiration from brands doing it right, and think about long-term relationships. If you don’t, content consumers are all too ready to swipe left.”

Additionally, the 2020 research shows that small content marketing teams are the norm - it’s rare to find internal teams of more than five full-time employees dedicated solely to content marketing. So, it’s not surprising that half of those surveyed outsource at least one content marketing activity with content creation being the most likely (84%).

“There are many small but mighty content marketing teams doing great work,” says Ann Handley, Chief Content Officer, MarketingProfs, and author of Everybody Writes. “They just need to make sure when they are outsourcing their content creation, they aren’t sacrificing the quality of content and are staying true to their brand voice.”

Other Key Highlights:

Among the content types used, in-person events are the highest performing for securing and converting leads. Effectively targeted content distribution may be an issue for around one-third of all surveyed. 84% use paid distribution channels for content marketing purposes. Most use metrics to measure content performance, but fewer have KPIs or measure content marketing ROI.

To view all CMI research and to subscribe to our emails visit: contentmarketinginstitutecom/research

About Content Marketing Institute

Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every fall in Cleveland, Ohio, and ContentTECH Summit event is held every spring in San Diego, California. CMI publishes Chief Content Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Content Marketing Institute is organized by Informa Tech. To learn more: ContentMarketingInstitute.com.

About Informa Tech

Informa Tech is a market-leading provider of integrated research, media, training, and events to the global Technology community. We're an international business of more than 600 colleagues, operating in more than 20 markets. Our aim is to inspire the Technology community to design, build and run a better digital world through research, media, training and event brands that inform, educate and connect. Over 7,000 professionals subscribe to our research, with 225,000 delegates attending our events and over 18,000 students participating in our training programs each year, and nearly 4 million people visiting our digital communities each month.

About MarketingProfs

MarketingProfs is a training and education company dedicated to helping large organizations, small teams, and individuals execute marketing campaigns that drive real results. MarketingProfs produces training programs, online events, conferences, including the MarketingProfs B2B Forum. More than 600,000 marketers globally trust MarketingProfs as their top marketing resource.

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