“You may give you statistics to show something, Kent. Forty p.c of all individuals know that.” – Homer Simpson
Homer could be proper, usually talking. However I nonetheless keep that good, correct, well timed statistics from trusted sources can function very important guideposts and benchmarking instruments, particularly in relation to enterprise technique.
This definitely applies in my very own nook of the enterprise world: the fast-changing and critically vital area of B2B content marketing.
Tendencies in content material advertising are likely to mirror broader truths, since we’re speaking concerning the methods through which firms and prospects work together and talk. Due to this, I prefer to hold an in depth eye on new analysis and information because it surfaces, submitting away nuggets that strike me as particularly telling.
As we speak, 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 modifications unfolding right here in 2021.
#1: Companies are essentially the most trusted establishment for data in 2021. (Supply: Edelman)
Edelman’s 2021 Belief Barometer reveals 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.
Evidently, it is a large second for content material entrepreneurs. Mistrust is working rampant amongst misinformation, uncertainty and anxiousness throughout the globe. Folks 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 finest accomplish that? Edelman’s survey outcomes level to a transparent reply: by vigorously guarding data 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 yr. Whereas third-party information and insights like these we’ve aggregated listed below are helpful, nothing can fairly match the relevance and affect of data drawn from your individual prospects and digital experiences.
Heightening information privateness rules are taking part in a significant position 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, choice information, private context, and what the shopper thinks concerning the firm.”
Per Merkle: “Entrepreneurs don’t should infer buyer preferences or habits by way of secondary habits however are as an alternative explicitly instructed, straight from the supply. The very best zero-party information is when the shoppers belief the model and are prepared to volunteer their information with the understanding that it’ll enhance their expertise.”
#3: Cellular gadget 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 Cellular 2021 report discovered that cell adoption noticed two-to-three years value of development in 12 months throughout 2020, with cell time surpassing reside TV.
Substantial will increase had been seen throughout the board globally:
App Annie additionally shared information across the most-used social networking apps in 2020. No. 1 on the checklist might shock you:
- WhatsApp Messenger
- Fb Messenger
Whereas these apps are usually utilized extra within the B2C realm for advertising functions, it’s invaluable to notice the recognition and traction.
#4: Manufacturers are utilizing Instagram Tales greater than ever. (Supply: Rival IQ)
On that notice, the newly launched 2021 Instagram Tales Benchmark Report from social analytics agency Rival IQ casts gentle on utilization and engagement traits 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 individuals who are concerned about dabbling, Rival IQ provides this recommendation based mostly on its analysis findings: “Deal with creating a couple of 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 affect on their methods. (Supply: CMI/MarketingProfs)
The 2021 B2B Content material Advertising Benchmarks, Budgets and Tendencies 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 affect on their content material technique, with most describing their changes as a mix of short-term and long-term.
When requested particularly about the most typical modifications made in response to COVID-19, these had been the highest responses from B2B entrepreneurs:
- Modified concentrating 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 limitations 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 yr. Probably the most generally cited limitations in the way in which of nice content material had been altering priorities and workload, though respondents had been extra prone to identify interference and sources as a “large drawback” than workload.
One other finding in Radix’s research: “B2B entrepreneurs who can’t discuss to prospects are 27% much less prone to be proud of 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 totally off base. Folks can dig up statistics to make virtually any kind of case. However right here, the numbers solely affirm traits and realities that the majority 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 offered by these B2B content material advertising statistics helps you as you discover your means within the new panorama. For extra forward-looking perception to information your technique, try Lee Odden’s publish on the Top B2B Marketing Trends for 2021.