Are you content with your content?

New research I came across by online video platform Brightcove reveals that 93% of B2B marketers use content marketing in their mix. Furthermore, as many as three in five believe that next year their organisation will increase spending in the content department.

The importance of content marketing is already universally acknowledged and it appears that B2B marketers are becoming increasingly savvy at it. Almost three-quarters of surveyed marketers claimed that in 2013 they were producing more content compared to last year. In addition, almost half of respondents stated that their content marketing efforts were more efficient this year when compared to 2012.

Although they are making improvements when it comes to content marketing, there are still challenges that most B2B marketers face. More than two-thirds admitted that finding enough time to produce content was a problem, while 55% stated they found it hard to produce enough content. For a further 47%, coming up with engaging content was a primary challenge, the survey found.

Social media is one of the most popular channels for publishing content. B2B marketers use an average of six social media channels as content marketing outlets. The most popular social networking site among respondents is LinkedIn, used by more than nine in ten of those polled, followed by Twitter, at 85%, and Facebook, at 81%.

Posting articles on company websites is also a popular way to reach consumers through content, according to 81% of those polled. Sending newsletters via e-mail was chosen by 80%, followed by blogs and in-person events, each selected by 76%. Case studies and video were popular among 73% of respondents.

To summarise, marketers are fully aware that content really is king. These figures show, however, that the following three issues prove to be their biggest content challenges: time, quantity, and quality. This is where we can help. M2 Bespoke are content generation specialists and have the answer to all three of these obstacles. We can: free up your time by producing all your online content; produce this content regularly – this is necessary in order to make a difference on search rankings and to increase brand awareness; produce quality content – relevant, engaging and interesting to your target audience. We generate a wide variety of online content and are very flexible – after all, the clue is in the name; our content is bespoke to you. Call us today to learn more.

By Ben Hollom