{"id":3069,"date":"2012-09-20T14:05:41","date_gmt":"2012-09-20T18:05:41","guid":{"rendered":"http:\/\/www.exomarketing.biz\/\/?p=3069"},"modified":"2021-11-16T09:07:30","modified_gmt":"2021-11-16T14:07:30","slug":"trends-in-b2b-content-marketing-in-2012","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/","title":{"rendered":"Trends in B2B Content Marketing in 2012"},"content":{"rendered":"<p>When I found this <a href=\"https:\/\/www.slideshare.net\/hschulze\/b2b-content-marketing-trends-2012\">slideshare<\/a> that does a rundown of the main trends in B2B content marketing, I figured this would be a great starting point for an Exo novice like myself. Here\u2019s what caught my attention.<\/p>\n<p><strong>The top 5 content marketing trends:<\/strong><\/p>\n<p><strong>1.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Content marketing greatly increases when it comes to content strategy, form and volume<\/strong><\/p>\n<p>Here, we can see that:<\/p>\n<ul>\n<li>84% of participating marketers agree that the amount of content increases.<\/li>\n<li>More than half of participants use at least 10 different content marketing techniques.<\/li>\n<\/ul>\n<p>Those used the most are case studies (62%), white papers\/electronic books (61%), press releases (58%), newsletters (55%) and blogs (50%).<\/p>\n<p><strong>2.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>If we consider the three main objectives of B2B marketing experts; or in order of importance: lead generation, market education and brand awareness; we see that they all have one thing in common: content.<\/strong><\/p>\n<ul>\n<li><strong>Lead generation:<\/strong> 68% of participants (compared to 62% last year)<\/li>\n<\/ul>\n<p>This large proportion is not surprising as B2B content marketing was created for inbound lead generation (as opposed to the less efficient outbound marketing, mentioned in the article \u201c<a href=\"https:\/\/www.exomarketing.biz\/\/en\/blog\/inbound-marketing-a-weapon-for-your-b2b-arsenal\/\">Inbound marketing, a Weapon for Your B2B Arsenal<\/a>\u201d).<\/p>\n<ul>\n<li><strong>Market education<\/strong>: 50% of participants (compared to 37% the previous year)<\/li>\n<\/ul>\n<p>Content marketing is used to influence buying behavior in favor of companies.<\/p>\n<ul>\n<li><strong>Brand awareness: <\/strong>39% of participants (versus 34% in 2011)<\/li>\n<\/ul>\n<p>Last year, the 3rd most important objective was lead nurturing.<\/p>\n<p><strong>3.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Infographics as a form of content is used 1.5 times as much as in the past, which makes it the one with the highest growth.<\/strong><\/p>\n<p>Since last year, its efficiency rate, according to interviewees, went from 28% to 43%.<\/p>\n<p><strong>4.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Time and bandwidth are the biggest challenges for marketing experts when it comes to content creation.<\/strong><\/p>\n<p>Marketing experts develop almost all (94%) content from scratch (longer creation time!).<\/p>\n<p><strong>5.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><strong>Most B2B marketing experts try to measure the influence of their content.<\/strong><\/p>\n<p>The most popular control measures are traffic, the number of pages viewed and downloads, as well as the number and quality of generated leads.<\/p>\n<p>According to the survey, B2B companies are most likely to outsource the development of:<\/p>\n<ul>\n<li>Videos (33%)<\/li>\n<li>White papers \/electronic books (32%)<\/li>\n<li>Case studies (26%)<\/li>\n<\/ul>\n<p>Blogging, on the other hand, is outsourced by approximately 16% of participants. However, only 6% of participants externalize the management of their community. And these are two areas of expertise here at Exo!<\/p>\n<p><strong>Lastly, the most important elements for developing efficient content, according to the participants, are the following:<\/strong><\/p>\n<ul>\n<li>An interesting and convincing writing style (81%)<\/li>\n<li>Originality (52%)<\/li>\n<li>Original content (50%)<\/li>\n<li>A professional writing style (39%)<\/li>\n<\/ul>\n<p><strong>The methodology:<\/strong><\/p>\n<p>To read the full survey: <a href=\"https:\/\/www.slideshare.net\/hschulze\/b2b-content-marketing-trends-2012\">https:\/\/www.slideshare.net\/hschulze\/b2b-content-marketing-trends-2012<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>When I found this slideshare that does a rundown of the main trends in B2B content marketing, I figured this would be a great starting point for an Exo novice like myself. Here\u2019s what caught my attention.<\/p>\n","protected":false},"author":2,"featured_media":5974,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[12,1355,31],"tags":[50],"class_list":["post-3069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content-marketing-2","category-marketing-contenu-en","category-sales-marketing-and-b2b-business","tag-marketing-b2b-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Trends in B2B Content Marketing in 2012 - Exo B2B<\/title>\n<meta name=\"description\" content=\"When I found this slideshare that does a rundown of the main trends in B2B content marketing,\" \/>\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\/trends-in-b2b-content-marketing-in-2012\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trends in B2B Content Marketing in 2012\" \/>\n<meta property=\"og:description\" content=\"When I found this slideshare that does a rundown of the main trends in B2B content marketing,\" \/>\n<meta property=\"og:url\" content=\"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/\" \/>\n<meta property=\"og:site_name\" content=\"ExoB2B\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ExoB2B\" \/>\n<meta property=\"article:published_time\" content=\"2012-09-20T18:05:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-11-16T14:07:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/exob2b.com\/wp-content\/uploads\/2012\/09\/IMG1_ANGL.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"400\" \/>\n\t<meta property=\"og:image:height\" content=\"367\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Collaboration\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Collaboration\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/\"},\"author\":{\"name\":\"Collaboration\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/39b20d50cfb50e4af40e3bec3976b2a1\"},\"headline\":\"Trends in B2B Content Marketing in 2012\",\"datePublished\":\"2012-09-20T18:05:41+00:00\",\"dateModified\":\"2021-11-16T14:07:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/\"},\"wordCount\":421,\"publisher\":{\"@id\":\"https:\/\/exob2b.com\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/exob2b.com\/wp-content\/uploads\/2012\/09\/IMG1_ANGL.jpg\",\"keywords\":[\"marketing B2B\"],\"articleSection\":[\"Content Marketing\",\"Marketing de contenu\",\"Sales, Marketing and B2B Business\"],\"inLanguage\":\"en-CA\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/\",\"url\":\"https:\/\/exob2b.com\/en\/trends-in-b2b-content-marketing-in-2012\/\",\"name\":\"Trends in B2B Content Marketing in 2012 - 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