5 Stats B2B Content Marketers Need to Know and Use


Anu Ramani Founder and MD of Isoline Communications

Friday, April 10, 2020

Content marketing allows B2B marketers to get closer to their customers with compelling messages that address their pain points.

Article 5 Minutes
5 Stats B2B Content Marketers Need to Know and Use

So how do you make content marketing work for you? How do you stay ahead of the latest trends and techniques and figure out which ones work best for you? Do you need a content strategy, like 69% of successful B2B marketers, or should you focus on doing just one thing really well?

The good news is that regardless of whether you're trying to decide where to start your content strategy, or you're trying to decide where to take it next – there is plenty of help available.

As content marketing has taken off so has the research into its effectiveness, production and much more. So, we've trawled the internet to find the most useful stats that can help define your strategy for 2020 and beyond.

1. 95% of buyers are willing to share their name, company and email address in return for content

There’s no doubt that blogs, articles and videos will be part of your strategy. These will be public and accessible to everyone.

But you'll be missing a huge opportunity if you don't try and use content for lead generation. That’s because 95% of buyers are willing to hand over their name, company and email address in return for content.

Whilst these might not be hot leads, they will become part of your CRM data and you can start to nurture them. They may in the long run turn out to be your best customers.

On top of that, 85% are actually willing to share their job title or industry. So, there’s potential to qualify the leads as well.

How to use this stat

First you need to create something that's worth asking their personal details. Most of the time those in the marketing world know they’ll be contacted after submitting, so you need to make it good, and worthwhile.

2. 92% of B2B marketing leaders claim that content plays a critical role in the decision-making process

So, we know that decision-makers will be consuming content and that it does influence their decisions.

The key words here are "decision-making process". How do you ensure your content will help them? How do you convince them your company, product or software is the right choice?

This is a key challenge as 1 in 2 believe the content they receive is irrelevant to their pain points, challenges and responsibilities.

In the same report it was found that 61.8% of buying processes begin when a challenge or pain point has been vocalized.

How to use this stat

You need to think about pain points and the responsibilities of who you’re trying to reach. You should be creating content that speaks directly to them and helps solve their day-to-day challenges. 

This is also supported by Monetate. They found that 93% of companies with an advanced personalization strategy have experienced revenue growth. 78% of those with a full or partially personalized strategy have also seen growth in revenue.

3. 72% of buyers turn to Google during the awareness stage

Your strategy needs to focus on where buyers are in their purchase journey.

If you're not creating content for each different stage, you're missing a trick. One of the most important stages in the funnel is the “awareness” stage.  This is when prospects are taking the first steps to learn about a problem they’re facing and who can help.

Research data by Pardot found that huge chunks of B2B buyers within the awareness stage turn to Google for help, and 53% of B2B buyers will read 3-5 pieces of content before contacting the supplier. So, it’s clear they do their research.

How to use this stat

This is where your keyword research and overall SEO strategy will come into play. Find those keywords relating to pain points, or those "how to" keywords where you can show your expertise.

You'll need to ensure your content is coming as close to the top of search results as possible.

4. 76% of B2B buyers are more likely to share whitepapers with their colleagues

The majority of B2B purchases involve over five people. So, your content has to reach a lot of eyeballs. Someone who has vocalized a pain point may research and find solutions. They, of course, will have to share this with the right people, and those who sign off new suppliers.

How to use this stat

Again, this comes back to understanding your audience, and creating personalized content for them. Whitepapers can delve into specific industries, and solve relevant, key pain points.

5. 84% of B2B content marketers use paid distribution channels. 

Of course, you would hope your content would drive organic traffic in the long run. However, with the amount of competition out there, it's worth looking into other distribution strategies.

The content marketing institute found that 84% of B2B content marketers have used paid distribution channels in the last 12 months. Among those paid channels the most popular was paid social ads, with 72% using this channel.

However, if paid social doesn't appeal to you there may be another option. Databox polled hundreds of B2B marketers and found that online communities are the best source of content promotion. Some 35% say it’s their preferred method, followed by 28% voting for organic social and 11% for paid social.

How to use these stats

Once you've created your content, you need a plan to make sure people see it and read it.

Paid social, be it on Facebook, Twitter or LinkedIn, is a great way to get in front of your audience very quickly. With the targeting options you have you can also ensure it’s in front of the right people.

However, with the majority of other B2B marketers doing this it will also pay to think outside the box. So, if you can identify any online communities or websites where your audience regularly visits, see if you can use these to promote your content as well.

Anu Ramani

Anu Ramani is the founder and managing director of Isoline Communications, a B2B content marketing agency specializing in the tech and telecoms industry based in London.


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