In 2018, 84.0% of US companies with at least 100 employees and that distribute nonpromotional content for marketing purposes will utilize digital content marketing. Adoption of digital content marketing hasn’t changed much in recent years, as illustrated in the infographic below. Among business-to-business (B2B) companies, adoption of digital content marketing in 2018 is slightly higher at 87%.
Why B2B Companies Rely on Content Marketing
Per eMarketer’s 2018 B2B content marketing report, B2B firms rely on content marketing to drive leads and enable buyers to self-educate along the path to purchase. The most successful content marketing campaigns are integrated throughout the organization.
“For B2Bs, content is a vehicle to engage their audience of prospective buyers and customers across the life cycle,” said Jillian Ryan, senior analyst at eMarketer. “When planned strategically, content can work hard for B2Bs throughout the funnel. For example, it can serve as an awareness building mechanism to bring new decision-makers into the fold through lead generation. But it also has the ability to educate and enable existing customers.”
How Marketers Are Improving Their Content Marketing
In the March 2018 The Manifest survey of 501 US digital brand marketers, 22% of respondents said their content marketing improvement goals include more original content and visual components.
Beyond Email Marketing Technology
Email marketing technology is central to an organization’s content marketing effort, but there’s more to an effective campaign than just an email solution.
With marketing automation tools gaining traction and artificial intelligence (AI) improving existing technology, companies’ content marketing tools are becoming more diversified, according to data from the Content Marketing Institute (CMI).
The study indicated more than three-quarters of content marketers in North America, including B2B, B2C and nonprofit marketers, rely on email marketing technology. But they’re also implementing other tools to help them manage and distribute content.
Marketing automation software, for example, has been gaining traction among marketers, and according to the CMI survey, 42% of respondents use it for their campaigns.
Marketing automation plays a big role in not only automating the distribution process, but also in enabling organizations to personalize content. Almost a third of email marketers worldwide surveyed in January 2017 by GetResponse said they use marketing automation technology for profile-based targeting—and a quarter of respondents use it to create dynamic content.
Digital asset management technology is also making its way into content marketers’ arsenals. According to the CMI survey, over a quarter of respondents use it, but its popularity may grow as AI strengthens and improves the technology.
Though marketers are implementing new content marketing tools, there’s more work to do. According to the CMI survey, 45% of respondents say their organizations have the right tools in place, but they’re not being used to their full potential.