Content marketing commands a significant and growing share of the typical B2B marketing budget and when done well can be highly impactful for firms looking to advance key marketing and business objectives. However, not all content is created equal and marketers can struggle to identify topics that are relevant to their target audience and differentiated from the competition. Leaning into data-driven content can be a powerful source of differentiation in the race to engage core audiences.
The business case for content marketing is well established and compelling. According to a new survey of B2B marketers from the Content Marketing Institute (CMI), 83% of B2B marketers report they have used content marketing successfully in the last 12 months to create brand awareness, 77% to build credibility/trust, 72% to educate audiences, 67% to generate leads and 63% to grow customer loyalty. The survey data also suggests that the commitment to content is strong and growing with 7-in-10 B2B marketers reporting content marketing has increased in importance to their organization over the past 12 months1. While nearly half of B2B marketers are spending 25% or more of their total marketing budget on content, the percent expecting a budgetary uptick over the next 12 months has cooled a little from 66% last year to 50% this year with expected economic headwinds2. This reality puts more pressure on B2B marketers to invest the dollars they do have wisely for maximum impact.
Leading with data is a proven formula for success. Content informed by industry or customer research provides the target audience with a peer-based or end-user perspective around a topic. It arms buyers with data they can use to build a business case for investment and is generally viewed as more valuable. Data from Demand Gen Report's 2022 Content Preferences Survey of B2B executives supports this point with 51% of respondents acknowledging that content using data and research to support its claims makes it memorable and increases the likelihood that a B2B buyer will take a sales call3.
So what can you as a B2B marketer do to most effectively use data in your next content piece? Here are a few things to consider.
Deliver insights. Refrain from simply dropping stats into content, rather use the data to tell a story and deliver prescriptive insights that are supported by data to most effectively engage your target audience. Doing that well will not only help differentiate your content it will encourage sharing of that content among a broader audience. In fact among B2B buyers responding to the Demand Gen Report research, three things stand out as key drivers for sharing content: content that includes relevant/shareable links (48%), content that is packed with shareable stats and quick-hitting insights (42%) and content that tells a strong story that resonates with the buying committee (41%)4.
Utilize data across your content mix. Research reports often come to mind when we think of data-driven content and they are an impactful form of content. In fact B2B marketers rank research reports among the top three B2B content assets producing the best results in the last 12 months5. However, data can be used to fuel content development in all formats and for all channels including other top-performing content assets like in-person events, webinars, e-books and white papers, case studies, videos, podcasts, infographics and more. With two out of three B2B buyers engaging with three to seven pieces of content before connecting with a salesperson, leveraging data to support buyer needs at various stages of the buying journey will strengthen engagement6.
Pay attention to data visualizations. Making data visually compelling through well-designed representative graphics is an important way to draw readers in and keep them engaged. Using data that tells a unique story (through comparing subgroups or pairing sets of variables, for example), and then designing graphics that let these key analytical elements shine through (including by choosing the right chart types, colors, and page layouts), content marketers can deliver compelling and memorable insights to their audiences. Adding a meaningful data visual element into content compliments the written insights and leads to a well-rounded piece of thought leadership.
Don't go it alone. The content marketing function at many B2B organizations is often tightly resourced with CMI noting that 46% of all marketers surveyed report that one person (or group) in their organization is responsible for all types of content produced7. That same research also points to limited subject matter expertise as a common barrier to content creation. The solution – look to outside partners to help fill resource gaps and provide subject matter and data-driven skillsets that complement your teams' skills.
Written by: Janet King, Vice President, Research and Content Solutions, Arizent
