HiveFire Study Finds Content Marketing Is Driving Majority of B2B Marketing Strategies
B2B Marketing Trends 2011 Survey Finds Content Curation Is Being Increasingly Used to Implement Content Marketing Programs
(firmenpresse) - CAMBRIDGE, MA -- (Marketwire) -- 10/12/11 -- In time for marketers to begin developing plans and budgets for 2012, ., an online content marketing technology company, today released data that demonstrate the trends shaping the way B2B marketers will develop strategies, execute programs and deliver business results. The report showed that B2B marketers are moving away from traditional marketing tactics and toward content marketing. In fact, 82 percent of respondents now use content marketing in their programs, which makes it more popular than search marketing (70 percent), events (68 percent) and public relations (64 percent) and over two times more popular than print, TV or radio advertising (32 percent).
Respondents cited driving leads as the most important marketing objective for their organizations (78 percent). But, they have to deliver on this without a lot of help: limited budget and staff were the top two marketing challenges (28 and 23 percent, respectively). Together, these factors have driven B2B marketers to adopt content marketing because it helps them achieve top objectives without using a large portion of their budgets (half of marketers dedicate less than 30 percent of budget to content marketing).
In order to implement content marketing programs in an efficient and effective manner, the study found -- the process of finding, organizing and sharing online content -- as a preferred tactic. More than half of B2B marketers (56 percent) now implement content curation, a notable 17 percent increase in adoption since just six months ago when HiveFire conducted its . Of those who implement and measure their content curation programs, nearly three quarters (74 percent) said content curation is successfully driving results.
Other key findings include:
The top two objectives of content marketing programs are to engage customers and prospects (82 percent) and drive sales (55 percent).
Sales cycle does not impact the adoption of content marketing programs: 83 percent with a year or longer sales cycle use it; 86 percent with a one-three month sales cycle use it; and 66 percent with a one-seven day sales cycle use it.
The time challenge associated with content curation is diminishing -- it decreased four percent from the Content Curation Adoption Survey issued six months earlier, likely due to content curation tools and newly-established best practices streamlining processes.
"B2B marketing as we've known it will never be the same," said Pawan Deshpande, CEO, HiveFire. "The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers. This change has been coming over time but content curation has certainly accelerated the shift because it removes many of the pain points commonly associated with content marketing."
The complete findings of the survey will be shared with all participants and are also available for download on HiveFire's website, . Over 365 marketers from organizations of all sizes and across a variety of sectors participated in the survey, which was conducted online in August 2011.
HiveFire provides easy-to-use marketing solutions for and content marketing. HiveFire's product, Curata (), allows marketers to quickly find, organize and share content on specific issues or topics in order to establish , own industry conversations and drive qualified web traffic. HiveFire was founded in 2007 and is headquartered in Cambridge, Mass. For more information, visit .
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Katelyn Henry
Version 2.0 Communications
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Jessie Zubatkin
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Datum: 12.10.2011 - 12:00 Uhr
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