“You’ll be able to give you statistics to show something, Kent. Forty p.c of all individuals know that.” – Homer Simpson
Homer is perhaps proper, usually talking. However I nonetheless preserve that good, correct, well timed statistics from trusted sources can function important guideposts and benchmarking instruments, particularly in the case of enterprise technique.
This actually applies in my very own nook of the enterprise world: the fast-changing and critically vital subject of B2B content marketing.
Traits in content material advertising are inclined to replicate broader truths, since we’re speaking in regards to the methods by which corporations and prospects work together and talk. Due to this, I prefer to maintain a detailed eye on new analysis and information because it surfaces, submitting away nuggets that strike me as particularly telling.
At present, I’ll share six new B2B content material advertising statistics that everybody ought to know.
6 Eye-Opening B2B Content material Advertising Statistics for 2021
These stats spotlight most of the challenges, alternatives, and adjustments unfolding right here in 2021.
#1: Companies are probably the most trusted establishment for info in 2021. (Supply: Edelman)
Edelman’s 2021 Belief Barometer exhibits that the enterprise sector has risen above authorities, media, and NGOs in its Belief Index. Edelman additionally discovered that enterprise is now seen because the establishment that’s each competent and moral.
For sure, it is a huge second for content material entrepreneurs. Mistrust is operating rampant amongst misinformation, uncertainty and nervousness throughout the globe. Individuals wish to companies for credible, clear, and correct insights and steerage. As entrepreneurs, we should harness this chance to earn and solidify this belief.
How can we greatest accomplish that? Edelman’s survey outcomes level to a transparent reply: by vigorously guarding info high quality and filtering out the noise.
“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 Click To Tweet
#2: 88% of entrepreneurs say gathering first-party information is a precedence in 2021. (Supply: Merkle)
This comes from Merkle’s 2021 Buyer Engagement Report, highlighting a key frontier for informing content material methods this 12 months. Whereas third-party information and insights like these we’ve aggregated listed here are helpful, nothing can fairly match the relevance and influence of data drawn from your individual prospects and digital experiences.
Heightening information privateness laws are enjoying a significant function in motivating these initiatives, in response to Merkle’s analysis. The report additionally factors to an increase in “zero-party information,” which incorporates “transaction intentions, desire information, private context, and what the client thinks in regards to the firm.”
Per Merkle: “Entrepreneurs don’t need to infer buyer preferences or conduct by secondary conduct however are as a substitute explicitly informed, straight from the supply. The most effective zero-party information is when the purchasers belief the model and are prepared to volunteer their information with the understanding that it’s going to enhance their expertise.”
#3: Cell system utilization rose dramatically in 2020. (Souce: App Annie)
Certainly this comes as no shock. Disadvantaged of the power to congregate in individual, many people elevated our reliance on completely different types of connection and leisure. App Annie’s State of Cell 2021 report discovered that cell adoption noticed two-to-three years price of development in 12 months throughout 2020, with cell time surpassing dwell TV.
Substantial will increase have been seen throughout the board globally:
App Annie additionally shared information across the most-used social networking apps in 2020. No. 1 on the record could shock you:
- WhatsApp Messenger
- Fb Messenger
Whereas these apps are typically utilized extra within the B2C realm for advertising functions, it’s useful to notice the recognition and traction.
#4: Manufacturers are utilizing Instagram Tales greater than ever. (Supply: Rival IQ)
On that observe, the newly launched 2021 Instagram Tales Benchmark Report from social analytics agency Rival IQ casts mild on utilization and engagement tendencies round Instagram Tales, a fast-rising channel that holds some intrigue for B2B manufacturers. As talked about above, Instagram is a historically B2C-centric advertising app, however given the rising adoption and the period of time individuals spend on it, no marketer ought to ignore it. I wrote right here a pair years in the past about why Instagram Stories were generating B2B buzz, and now that buzz is loudening.
For many who are involved in dabbling, Rival IQ affords this recommendation based mostly on its analysis findings: “Give attention to creating just a few actually partaking, dynamic frames to begin off your Story. In case your model can hook viewers early with nice content material, it’ll enhance your retention and switch your followers into followers.”
#5: Most B2B entrepreneurs say the pandemic had a significant influence on their methods. (Supply: CMI/MarketingProfs)
The 2021 B2B Content material Advertising Benchmarks, Budgets and Traits report positioned a particular emphasis on understanding how organizations responded and tailored to COVID-19. Seventy p.c of respondents within the survey from Content material Advertising Institute and MarketingProfs mentioned the pandemic had a significant or reasonable influence on their content material technique, with most describing their changes as a mixture of short-term and long-term.
When requested particularly about the commonest adjustments made in response to COVID-19, these have been the highest responses from B2B entrepreneurs:
- Modified focusing on/messaging technique (70%)
- Adjusted editorial calendar (64%)
- Modified content material distribution/promotion technique (53%)
- Modified web site (40%)
- Put extra sources towards social media/on-line communities (40%)
#6: The highest obstacles to creating nice B2B content material are workload and altering priorities. (Supply: Radix Communications)
Radix Communications surveyed greater than 100 B2B entrepreneurs to be taught which obstacles loom largest on this 12 months. Essentially the most generally cited obstacles in the way in which of nice content material have been altering priorities and workload, though respondents have been extra more likely to identify interference and sources as a “huge drawback” than workload.
One other finding in Radix’s research: “B2B entrepreneurs who can’t speak to prospects are 27% much less more likely to be pleased with their content material’s enterprise outcomes.” This ties again to the prioritization of first-party information and gathering direct perception from the viewers.
B2B Content material Advertising by the Numbers
Homer Simpson wasn’t solely off base. Individuals can dig up statistics to make nearly any sort of case. However right here, the numbers solely affirm tendencies and realities that almost all B2B content material entrepreneurs are already experiencing. Belief hangs within the steadiness; information is rising each extra vital and extra nuanced; cell and social media utilization have exploded; and evolving priorities create new challenges for planning.
We hope that the context supplied by these B2B content material advertising statistics helps you as you discover your approach within the new panorama. For extra forward-looking perception to information your technique, take a look at Lee Odden’s publish on the Top B2B Marketing Trends for 2021.