{"id":25490,"date":"2019-11-21T11:02:41","date_gmt":"2019-11-21T16:02:41","guid":{"rendered":"https:\/\/exob2b.com\/?p=25490"},"modified":"2022-10-03T15:53:01","modified_gmt":"2022-10-03T19:53:01","slug":"new-cmi-study-too-much-tofu-in-b2b","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/new-cmi-study-too-much-tofu-in-b2b\/","title":{"rendered":"New CMI study: too much TOFU in B2B?"},"content":{"rendered":"\n

A few weeks ago, I got my hands on the 2020 version of B2B Content Marketing Benchmarks, Budgets, and Trends\u2014North America<\/a> , a comprehensive study of a field of activity that, as you know, is of particular interest to me. Not tofu but rather, content marketing. \ud83d\ude42<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Published annually by the Content Marketing\nInstitute <\/a>and Marketing Profs<\/a>, this study\ncontains a lot of information about content marketing, in this case, B2B.<\/p>\n\n\n\n

Far be it from me to give a complete account of all the trends and\nstatistics it contains but I was keen to share with you some evidence.<\/p>\n\n\n\n

T<\/strong>he best channels and types of content in B2B.<\/strong><\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Here is the graph highlighting the preferred communication channels for distributing B2B content. I keep repeating that the best medium is the blog. According to the study, it\u2019s social networks that overtake all the others, namely blogs and newsletters. <\/p>\n\n\n\n

The\nfollowing are in order: events, videos, case studies, computer graphics,\nwebinars, white papers.  E-books complete\nthe Top 10 list.<\/p>\n\n\n\n

The fact that social networks occupy the driver’s seat has repercussions on all marketing niches or “Funnels”.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

Indeed, social networks focus too much on the “Top of Funnel”\n(TOFU), as Shane Schick, editor-in-chief of B2B News Network\nexplains in his own analysis <\/a> of the study:<\/p>\n\n\n\n

Too much attention on TOFU?<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

Too\nmuch attention in content marketing on the components of TOFU including 86% on\nbrand awareness and not enough on the rest, namely MOFU and BOFU (see the graph\nabove entitled Digital Marketing Funnel).<\/p>\n\n\n\n

Not enough attention and\neffort on content that promotes lead creation and retention, customer\nconversion and the development of a long-term loyalty-based relationship to\ngenerate solid growth revenue.<\/p>\n\n\n\n

In fact, 50% of all content is written according to the TOFU.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

As Schick says, we rely too much on social networks in organic reach but also in paid reach, LinkedIn being the champion in all categories.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

\u00ab While content marketing assets like blog posts have the chance to\nachieve considerable organic reach, the CMI report also showed that 84 per cent\nuse paid distribution. Interestingly, LinkedIn was both the top paid as well as\norganic social channel for distribution and amplification purposes. \u00bb<\/p>\n\n\n\n

I don’t know about you, but it speaks to me. There is a tendency to favor\ncontent on LinkedIn in B2B, which is a bit normal for both organic content and\npaid or sponsored content.<\/p>\n\n\n\n

But look at the others: Twitter comes second for the organic and Facebook\nsecond for the paid. All this, as they say, at the expense of the content\ncreated in blogs.<\/p>\n\n\n\n

In my opinion, blogs do a better job on the whole big funnel TOFU-MOFU-BOFU included, and can also use social networks as organic or paid multipliers.<\/p>\n\n\n\n

A worrying imbalance…<\/h2>\n\n\n\n

And the worst part is that companies and content creators think they have\nmet the expectations of their future or current customers while they create a\nglaring, even worrying imbalance in favor of TOFU and notoriety, which does not\nseem to disturb them. And yet both should.<\/p>\n\n\n\n

In his book Marketing Rebellion, Mark Schaefer<\/a> writes\n: \u00abBusinesses think just 13% of their marketing is unsolicited, while\nconsumers feel 85% of the messages they receive from businesses are spam\u00bb.<\/strong><\/p>\n\n\n\n

Companies, agencies and content creators have a very high opinion of their work. They forget that a long-term relationship grows first and foremost because of the RELATION and that in order to be profitable, we must put human interest contents back in the equation. \u00abThe most human company wins\u00bb is the subtitle of the book Marketing Rebellion.<\/p>\n\n\n\n

In journalism, we used to call that \u201cHuman Interest\u201d\u2026<\/p>\n\n\n\n

But what works best?<\/h2>\n\n\n\n
\"\"<\/figure>\n\n\n\n

On the one hand, what\nworks best at all stages? Blogs from a “human interest” perspective\nand events where people meet and have time to validate or consolidate their\nrelationship or have access to experts and content that meet their needs. Also, to learn and build trusting relationships.<\/p>\n\n\n\n

Then, to consolidate, we can exchange deeper content, such as case studies, eBooks or webinars. Speaking of events, see below.<\/p>\n\n\n\n

Of all the types of content used in marketing, it is still events or “in-person events” that perform best to secure and convert leads. What for purpose? Because humans meet and talk to each other. We’re in the BOFU stage here.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

To put the final nail in the coffin, the authors also mention (see on page\n25 and 33 of the document), that the marketing objectives of the companies are\nputting too much focus on the TOFU with social networks on the one hand.<\/p>\n\n\n\n

And on the other hand, they have very small teams, which results in\noutsourcing, in 50% of cases, content creation and in many cases, the loss of\nthe intimate relationship with the customer. We tend to create impersonal and\nautomated content.<\/p>\n\n\n\n

These all lean towards what is called “Customer-Centric Marketing”<\/h2>\n\n\n\n

Businesses and content creators have every advantage in focusing on the\ncustomer nestled in the BOFU. This is one of the major trends, all studies\ncombined. Here’s what the MX Group’s 2020 Trends blog says following the\nDigital Summit in Chicago.<\/p>\n\n\n\n

\u00abIn order to be successful now and in the future, marketers must stop\nrelying on product marketing. Instead, they need to gain more insights about\ntheir buyers and implement content, tools and solutions that address\nbuyers\u2019 pain points. <\/strong>Customer-centric<\/a> has\nbeen a major theme for Mx over the last year and will continue to be a big 2020\nB2B digital marketing trend.<\/p>\n\n\n\n

If you want more information on the big trend that is “Customer-centric\nmarketing”, note that Alain Th\u00e9riault<\/a>,  associate at\nExoB2B, is offering several lectures on the subject <\/a>and will soon publish a video on this subject in his blog.<\/p>\n\n\n\n

As a member of the NextBlue Alliance, a group of companies offering IBM Watson Artificial Intelligence-based solutions, ExoB2B is well positioned to help your business in your digital shift.<\/strong> Contact us!<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

A few weeks ago, I got my hands on the 2020 version of B2B Content Marketing Benchmarks, Budgets, and Trends\u2014North America , a comprehensive study of a field of activity that, as you know, is of particular interest to me. Not tofu but rather, content marketing. \ud83d\ude42 Published annually by the Content Marketing Institute and Marketing Profs, this […]<\/p>\n","protected":false},"author":15,"featured_media":25496,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,43,1327],"tags":[834,305,853,830,542,222,833,851,139,598,829,799,832,852,536,537],"class_list":["post-25490","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-2","category-market-research-2","category-research-studies","tag-alain-theriault","tag-b2b","tag-blogs","tag-bofu","tag-cmi","tag-content-marketing-en","tag-customer-centric-marketing","tag-events","tag-linkedin","tag-marketing-rebellion","tag-mofu","tag-nextblue-alliance","tag-shane-schick","tag-study","tag-tofu","tag-top-of-funnel"],"acf":[],"yoast_head":"\nNew CMI study: too much TOFU in B2B? - 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\/new-cmi-study-too-much-tofu-in-b2b\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New CMI study: too much TOFU in B2B?\" \/>\n<meta property=\"og:description\" content=\"A few weeks ago, I got my hands on the 2020 version of B2B Content Marketing Benchmarks, Budgets, and Trends\u2014North America , a comprehensive study of a field of activity that, as you know, is of particular interest to me. 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Au service des grandes entreprises et des PME. ExoB2B est une agence marketing B2B \u00e0 la crois\u00e9e de la strat\u00e9gie, de la cr\u00e9ativit\u00e9 et du num\u00e9rique. Bas\u00e9s sur la Rive-Sud de Montr\u00e9al, nous aidons les entreprises \u00e0 se positionner avec clart\u00e9, b\u00e2tir une marque forte, g\u00e9n\u00e9rer des pistes de vente qualifi\u00e9es et cro\u00eetre durablement sur leurs march\u00e9s. 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