B2B Content Marketing 2020

Key Findings

Goals for content marketing are largely focused on the top of the funnel(깔때기)

Small temas the norm(기준)

Half outsource(외주 제작하다) at least one content marekting activity, with content creation being the most likely

Among the content types used, in-person events are the highest performing(성과) for securing(확보하다) and converting(전환하다) leads

- email newsletters are highest for nurturing(기르다) leads

Top performers are more likely than all surveyed(제공하다) to provide optimal(최고의) experioences across the customer journey

- their organization provides optimal experiences across all phases of the customer journey compared with just half of all respondents.

Team structure&Outsourcing

- Content creation is the activity B2B marketers are most likely to outsource, regardless of company size, content marketing budget, or overall content marketing success.

Content Creation & Distribution

- Regardless of their orgamization's size, B2B marketers say half the content they produce is created for audiences in the early stages of the customer journey.

- The top types of content B2B marketers use are social media content (95%), blog posts/short articles (89%), and email newsletters (81%)

참고. B2B content marketing 2020 (Benchmarks, Budgets, and Trends-North America