How Are Your B2B Tech Marketing Peers Using Content?
By: IDG | 04/19/2016
Technology marketers are an interesting group. They report the highest adoption rate of content marketing among all groups of marketers we survey: 95%. However, they face a host of unique content marketing challenges:
- They are tasked with creating many types of content for numerous points along a complicated, multi-layered buyer’s journey.
- They operate in an industry where buying cycles often are long.
- They usually require a lot of time to develop an in-depth understanding of the products and services their company offers to be able to craft content that’s easy for their audiences to grasp.
That’s why I was encouraged to see that our latest research shows technology marketers holding steady with content marketing: They’re allocating more of their total marketing budget to content marketing, and they’re using a good mix of tactics, social media platforms, and paid methods to get their content out there.
You can find the results in B2B Technology Content Marketing 2016: Benchmarks, Budgets, and Trends—North America sponsored by International Data Group.
Read the full blog by Joe Pulizzi.