The Year that Was in Social and Content Marketing
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The Content Marketing Institute, always a good resource for B2B marketers given their focus on education and best practices, recently published its B2B Content Marketing 2016 Benchmarks, Budgets and Trends for North America. It provides a great overview and some key insights into how companies are addressing content and social platforms.
On the ‘more they are the same’ side of things, they took a look at the effectiveness rating of the various social platforms and again, LinkedIn provided the channel that most marketers felt delivered the biggest bang for the buck. There was little movement overall – Twitter, YouTube and Instagram were consistent in their ratings and only Facebook, Google+ and Pinterest saw a decline for B2B marketer usage.
On the flip side, there is recognition of a significant need to commit additional resources to content marketing spend with just over half of the respondents saying that intended to increase their investment.
So, while we may have a handle on the platforms we are going to use, there’s clearly more work to be done in generating the content to ‘feed the beast.’
You can find their full report here: http://contentmarketinginstitute.com/2015/09/b2b-content-marketing-research/
