A recent study of over 1400 B2B marketers showed what tactics they are planning to use to generate more content in 2013. I compared the 2013 results to 2012, and found some interesting factoids.
What is changing in B2B Content Marketing from 2012 to 2013?
1. Infographics, licensed syndicated content, mobile applications and gamification are new tactics – they were not even on the 2012 list.
2. Mobile and eBook content creation will double in 2013.
3. Video, research reports, webinars and virtual conferences have notable increases.
4. Articles was one category in 2012; in 2013 it was split into two categories. Articles in 2013 include 1.) “Articles on my website” (83%) and 2.) “Articles on other websites” (70%). I wonder if this new distinction is because marketers are responding to the 2012 Google Panda and Penguin algorithm changes? In these updates, Google changed its algorithm to rank sites that submit keyword-rich (and often low quality) articles to tons of “spammy” generic article directories lower than those who post quality articles on fewer, more relevant sites.
The biggest B2B content marketing challenge sited by survey respondents was creating enough content to generate results. Do you have a content marketing strategy for 2013? If so, what tactics do you have planned?
If you need help with your plan or execution of content marketing, contact New Incite today. We’ve done both the planning and content creation for our clients.
The survey, 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, was conducted by MarketingProfs and the Content Marketing Institute. As I mentioned in my previous post about this, please note that the Content Marketing Institute is a collective of consulting and service firms that make money from content marketing. Also note that the 2012 list had 20 tactics and the 2013 had 26.
