{"id":24105,"date":"2018-11-15T09:20:23","date_gmt":"2018-11-15T14:20:23","guid":{"rendered":"https:\/\/exob2b.com\/?p=24105"},"modified":"2024-11-29T16:17:26","modified_gmt":"2024-11-29T21:17:26","slug":"studies-show-content-marketing-leads-the-trend-in-digital-marketing-strategies","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/studies-show-content-marketing-leads-the-trend-in-digital-marketing-strategies\/","title":{"rendered":"Studies show Content Marketing leads the trend in digital marketing strategies"},"content":{"rendered":"\n

A few weeks ago,\nthe Content\nMarketing Institute<\/a> (CMI), in collaboration with MarketingProfs<\/a>, published their annual study on content marketing for B2B companies.<\/a> In our opinion, this is the most\nimportant study on the subject and it provides, year after year, a wealth of\ninformation and statistics on the form of marketing that has become the most\nimportant in North America.<\/p>\n\n\n\n

In parallel, we also\nattended a Webinar a few weeks ago as part of the B2B marketing webinar series,\nwhich featured Tom Pick<\/a>, who came to talk about the same\nsubject. In fact, it was a good debut to the study because he introduced the\nsubject with his first two “slides”:<\/p>\n\n\n\n

The same\nthing… or almost. According to them, the blog is widely used in the first\nphase of the customer’s shopping experience (buyers\u2019 journey). In fact, 73% is\nthe highest percentage of all the tools identified in the table. Followed by\n(and it makes sense) “white papers” and finally, case studies.<\/p>\n\n\n\n

But\nwhat this table does not say is that the Martech<\/a> landscape changed\nin 2018. Indeed, written content, such as blogs, are no longer as dominant, as\nyou can see in the table below. Audio content-visuals have the top rating … funny\nto mention this in writing! It\u2019s as if we are going back in time. But the tools\nare not the same … We are now talking about videos, Live streaming<\/a> and webinars. Expect\nto see podcasts, currently fourth, making their comeback. Will it be the same\nfor print that is dragging in last or will we see the end of leaflets and\nbrochures?<\/p>\n\n\n\n

What about the infobesity?<\/h3>\n\n\n\n

In all things, there is a\nsetback: the Yin and Yang<\/a>. Although 90% of B2B\nmarketers say that the priority for their customers is credibility and trust generating\ninformation well before sales and the traditional promotion (table below), it concludes\nthat this surge of different content is intended to attract, convince and\nretain, raises the problem of overabundance.<\/strong><\/p>\n\n\n\n

And who better\nto talk about that than Mark Schaefer<\/a>, author of the famous blog\n“Content Shock<\/a>\u201d. This year he signed the\npreface to the annual\nBuzzSumo study<\/a> which also focuses on the major trends of content on social networks.\nThe main findings are worrisome in large part because of the uncontrolled\nproliferation of content but also, because of digital marketing strategies\nbased on the same content (see what I framed in red).<\/p>\n\n\n\n

First,\nnew content is are quickly drowned in the masses. <\/p>\n\n\n\n

Second,\nthe winners are those as they said earlier, who can build a good reputation and\nan “authority”. <\/p>\n\n\n\n

Third,\nLinkedIn seems to come out of the lot in terms of sharing and commitment. But\nwe also note that for others, everything is down, we have not finished writing\nabout the great fatigue of content as we had\ndone<\/a>. Mark Schaefer also reiterated this on his blog<\/a>.<\/p>\n\n\n\n

And finally, we\nspoke in our eBook of “paid content” as one of the solutions to \u2018infobesity<\/a>\u2019. Both CMI and BuzzSumo\nagree on this point but insist this year, as a priority, that companies put on\nSEO and algorithms.<\/p>\n\n\n\n

In conclusion,\nI leave you with a passage from the study of BuzzSumo:<\/p>\n\n\n\n

\u00abWe\u2019re aware that our findings above make for a sobering read for\ncontent marketers. However, we view it as a sign of maturity in content\nmarketing. Clickbait<\/a> and\nother overused formats have peaked and declined.<\/p>\n\n\n\n

Consumers are less engaged by them. Social networks, especially\nFacebook, are taking action to demote such content, further devaluing them. If\nwe want to borrow from the financial lexicon, we could call it a market\ncorrection in response to oversupply of lower quality content. <\/strong>However,\nthere is still demand for helpful, quality, well researched and authoritative\ncontent, particularly from sites and publishers with a track record of\nauthority in specific topics\u00bb.<\/p>\n\n\n\n

P.S. I invite you\u00a0to contact us if<\/a>\u00a0you would like to have\u00a0content
marketing tips<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A few weeks ago, the Content Marketing Institute (CMI), in collaboration with MarketingProfs, published their annual study on content marketing for B2B companies. In our opinion, this is the most important study on the subject and it provides, year after year, a wealth of information and statistics on the form of marketing that has become the most important in North America. […]<\/p>\n","protected":false},"author":15,"featured_media":24107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,1355,1460,1327],"tags":[305,366,1462,1260,1360],"class_list":["post-24105","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-2","category-marketing-contenu-en","category-seo-2-en","category-research-studies","tag-b2b","tag-b2b-en-2","tag-cmi-en","tag-mark-schaeffer-en","tag-marketingprofs-en"],"acf":[],"yoast_head":"\nStudies show Content Marketing leads the trend in digital marketing strategies - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/studies-show-content-marketing-leads-the-trend-in-digital-marketing-strategies\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Studies show Content Marketing leads the trend in digital marketing strategies\" \/>\n<meta property=\"og:description\" content=\"A few weeks ago, the Content Marketing Institute (CMI), in collaboration with MarketingProfs, published their annual study on content marketing for B2B companies. In our opinion, this is the most important study on the subject and it provides, year after year, a wealth of information and statistics on the form of marketing that has become the most important in North America. 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