Three Content Marketing Takeaways from New B2B Digital Marketing Research. Demandwave’s 2017 State of B2B Digital Marketing report was just released, and the survey found, once again, that content is one huge factor in how effective a B2B company’s digital marketing efforts are. But as B2B content has flooded organic search results and social platforms, it’s become increasingly important to drive not just traffic and leads, but the right kind of high-quality traffic and leads in your content marketing program. So it makes sense that the number one goal (and the number one challenge) for digital marketers in 2017 is to drive quality leads over quantity of leads. Whitepapers drive the most leads and revenue. Though the B2B digital marketing report shows that marketing leaders write and publish more blogs than whitepapers, the whitepapers are driving more leads and revenue than any other type of content. It’s tied with organic search for driving revenue. If you’ve created a series of whitepapers for your content marketing program, you’ve got to find a way to promote them. According to the B2B digital marketing report, email is the preferred channel for driving leads for most companies, followed closely by organic search and social media. As far as driving revenue is concerned, email and organic search are tied.
If you’re handling the digital marketing at a B2B financial services, healthcare, technology or professional services company and you don’t have much of a content marketing program, heads up—your competition likely does, and there’s a great chance they are outpacing you at gathering new, high-quality leads.
Demandwave’s 2017 State of B2B Digital Marketing report was just released, and the survey found, once again, that content is one huge factor in how effective a B2B company’s digital marketing efforts are.
Here are three big takeaways from the report.
1. The focus continues to shift from quantity of leads to quality of leads.
In the early days of online lead generation, it was fun to create a landing page and a whitepaper and just see what happens! But as B2B content has flooded organic search results and social platforms, it’s become increasingly important to drive not just traffic and leads, but the right kind of high-quality traffic and leads in your content marketing program. So it makes sense that the number one goal (and the number one challenge) for digital marketers in 2017 is to drive quality leads over quantity of leads. In…
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