“You can come up with data to prove anything, Kent. Forty percent of all individuals know that. ” – Homer Simpson Homer might be right, generally speaking. But I still maintain great, accurate, timely statistics from trusted sources can serve as crucial guideposts and benchmarking tools, especially when it comes to business strategy. This certainly applies within my own corner of the business world: the fast-changing and vitally important field of B2B content marketing and advertising . Trends in articles marketing tend to reflect broader truths, since we’re referring to the ways in which companies and customers interact and communicate. Because of this, I like to keep a close eye on new analysis and data as it surfaces, filing away nuggets that will strike me as especially telling. Today, I’ll talk about six new B2B content marketing statistics that everybody should know.
six Eye-Opening B2B Content Marketing and advertising Statistics for 2021
These stats highlight many of the challenges, opportunities, plus changes unfolding here in 2021. #1: Businesses are the most trusted institution designed for information in 2021. (Source: Edelman ) Edelman’s 2021 Trust Barometer shows that the business sector has risen above government, media, and NGOs in its Trust Index. Edelman also found that company is now seen as the institution that is both competent plus ethical. Needless to say, this is a big moment for content marketers. Doubt is running rampant amongst misinformation, uncertainty and stress across the globe. People are looking to companies for credible, clear, and accurate insights and guidance. As marketers, we must harness this opportunity to earn plus solidify this trust. How do we best do so? Edelman’s survey results point to a clear answer: by vigorously guarding information quality and filtering out the noise. [bctt tweet=”“People are looking to businesses for credible, clear, and accurate insights and guidance. As marketers, we must harness this opportunity to earn and solidify this trust.” — Nick Nelson @NickNelsonMN” username=”toprank”] #2: 88% of marketers state collecting first-party data is a priority in 2021. (Source: Merkle ) This particular comes from Merkle’s 2021 Consumer Engagement Report, highlighting a key frontier for informing articles strategies this year. While third-party data and insights such as those we’ve aggregated listed here are useful, nothing can quite match the relevance and impact of information drawn from your customers and digital experiences. Heightening data privacy regulations are playing a major part in motivating these initiatives, according to Merkle’s research. The particular report also points to a rise in “zero-party data, ” which includes “transaction intentions, choice data, personal context, and exactly what the customer thinks about the company. inch Per Merkle: “Marketers do not have to infer customer preferences or behavior through secondary behavior but are instead explicitly told, straight from the source. The very best zero-party data is once the customers trust the brand name and are willing to volunteer their particular data with the understanding that it will eventually improve their experience. ” #3: Mobile device usage rose dramatically in 2020. (Souce: App Annie ) Surely this comes as no surprise. Deprived of the ability to congregate in person, many of us increased our reliance on different forms of connection plus entertainment. App Annie’s State of Mobile 2021 review found that mobile ownership saw two-to-three years really worth of advancement in 12 months during 2020, with cellular time surpassing live TELEVISION. Substantial increases were observed across the board globally: App Annie also shared data around the most-used social networking apps within 2020. No . 1 around the list may surprise a person:
- WhatsApp Messenger
- Facebook Messenger
While these applications tend to be utilized more in the B2C realm for advertising purposes, it’s valuable to notice the popularity and traction. #4: Brands are using Instagram Stories more than ever. (Source: Rival IQ ) On that note, the newly released 2021 Instagram Stories Benchmark Report from interpersonal analytics firm Rival IQ casts light on utilization and engagement trends close to Instagram Stories, a fast-rising channel that holds several intrigue for B2B manufacturers. As mentioned above, Instagram is a traditionally B2C-centric marketing app, but given the growing adoption and the amount of time individuals spend on it, no online marketer should ignore it. I actually wrote here a couple years ago about why Instagram Stories were generating B2B buzz , and now that buzz is loudening. If you are interested in dabbling, Rival IQ offers this advice based on its research findings: “Focus upon creating a few really participating, dynamic frames to start off your own Story. If your brand may hook viewers early with great content, it’ll improve your retention and turn your fans into fans. ” #5: Most B2B marketers say the pandemic had a meaningful impact on their particular strategies. (Source: CMI/MarketingProfs ) The 2021 B2B Content Marketing Benchmarks, Financial constraints and Trends report placed a special emphasis on understanding how organizations responded and adapted to COVID-19. Seventy percent of participants in the survey from Content material Marketing Institute and MarketingProfs said the pandemic a new major or moderate effect on their content strategy, along with most describing their modifications as a combination of short-term and long-term. When asked specifically in regards to the most common changes made in reaction to COVID-19, these were the top reactions from B2B marketers:
- Changed targeting/messaging strategy (70%)
- Adjusted editorial calendar (64%)
- Changed content distribution/promotion technique (53%)
- Changed website (40%)
- Put more resources toward social media/online communities (40%)
#6: The top barriers to creating great B2B content are workload and changing priorities. (Source: Radix Communications ) Radix Communications surveyed over 100 B2B marketers to understand which obstacles loom largest in this year. The most typically cited barriers in the way of excellent content were changing priorities and workload, although respondents were more likely to name interference and resources as a “big problem” than workload. Another finding in Radix’s research : “B2B online marketers who can’t talk to customers are 27% less likely to become happy with their content’s company results. ” This connections back to the prioritization of first-party data and collecting direct insight from the audience.
B2B Content Marketing by the Numbers
Homer Simpson was not entirely off base. People can dig up statistics in making almost any type of case. Yet here, the numbers only confirm trends and realities that most B2B content entrepreneurs are already experiencing. Trust hangs in the balance; data keeps growing both more important and more refined; mobile and social media utilization have exploded; and growing priorities create new challenges for planning. We hope the fact that context provided by these B2B content marketing statistics can help you as you find your way in the new landscape. For more forward-looking understanding to guide your strategy, check out Lee Odden ’s post over the Top B2B Marketing Trends for 2021 .
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