Content marketing tactics effectiveness vs. difficulty

Content Marketing Tactics: Effectiveness Vs. Difficulty



Hi, thanks for checking this out, My Name is Dominik Suter, a Hi-Tech start-up Growth Hacker, Marketing + Sales leadersince 2002 US/ Israel@DominikSuter[+972] 058-4785492


B2B Marketers understand they need • A content Marketing Strategy• To produce More Content• Content to be More Engaging• To Measure its Effectiveness• And yes, to Measure ROI


In the following slides I share stats that provide insights into what marketers are saying about content marketing.

The stats were accumulated from the input of over 5,000 marketers

Source: Content Marketing Institute and MarketingProfs B2B stats report for 2015

What the most effective and least effective content marketers do? (Part 1 of 4)

Who in this room have a documented content marketing strategy?

What the most effective and least effective content marketers do? (Part 2 of 4)

Whom of you follow it closely?

What the most effective and least effective content marketers do (Part 3 of 4)

54% of the most effective marketers has a documented content marketing strategy11% of the least effective marketers has a documented content marketing strategy

89% of the most effective marketers places high importance on engagement as a goal70% of the least effective marketers places high importance on engagement as a goal

What the most effective and least effective content marketers do (Part 4 of 4)

40% of the most effective marketers is successful at tracking ROI5% of the least effective marketers is successful at tracking ROI

To Summarize:Effective marketers, have a documented content marketing strategy, places high importance on engagement as a goal, are successful at tracking ROI

Documented vs Verbal or No Documented B2B Content Marketing Strategy (Part 1 of 2)

60% with documented strategy considers their organization to be effective at content marketing32% with verbal strategy considers their organization to be effective at content marketing7% with no strategy considers their organization to be effective at content marketing

35% with documented strategy is successful at tracking ROI26% with verbal strategy is successful at tracking ROI5% with no content marketing strategy is successful at tracking ROI

Basically, there is a clear link between documented strategy and tracking ROI

Documented vs Verbal or No Documented B2B Content Marketing Strategy (Part 2 of 2)

On average 7 social platforms are used by those with a documented strategyOn average 6 social platforms are used by those with a verbal strategyOn average 5 social platforms are used by those with no strategy

How many social platforms are you using?

B2B marketers use an

average of 13 content marketing tactics

Content Marketing Tactics:(Part 1 of 2)

Content Marketing Tactics:Content marketing tactics effectiveness (Part 2 of 2)

So the top 3 most effective tactics don't even make Top 4 most used tactics…Top and 3rd most used doesn't even make Top 10 in effectiveness, 2nd most used makes 8th spot on Most effective. Any explanations for that?

B2B content marketers use an average of 6 social media platforms with LinkedIn being used most often (Part 1 of 2)

B2B content marketers use an average of 6 social media platforms with LinkedIn being used most often (Part 2 of 2)

Notice the top 6 in effectiveness are almost consistent with top used. Apparent is Facebook and Google+ underperforming

Tracking ROI for B2B Content Marketing

Goals and Measuring B2B Content Marketing PerformanceTop organizational goals for B2B content marketing

What is your organization’s Goal forB2B Content Marketing?

Metrics for B2B content marketing success

How does your organization measure success?

B2B Content Marketing Budgets On average,28% of B2B marketing budgets are allocated to content marketing55% plan to increase their content marketing budget32% will keep the same budget2% will decrease their budget11% are unsure

Direction here is clear. B2B organizations adaptation of Content Marketing is rising, with over half planning to increase their content marketing budget

B2B Paid Advertising Usage:(Part 1 of 2)

B2B content marketers use on average 3 methods to promote or distribute content

What and how many Paid advertising usage you use?

B2B Paid Advertising UsageEffectiveness of B2B Paid Advertising Methods (Part 2 of 2)

Notice the 2nd and 3rd methods used don’t even make it to top 5 in effectiveness. Why so?

Content marketing initiatives currently being worked on

69% Creating more engaging/higher quality content63% Better converting visitors to website55% Better understanding of what content is effective – and what isn’t63% Finding more/better ways to repurpose content60% Creating visual content63% Better understanding of audience58% Optimizing content62% Organizing Content on website46% Measuring content marketing ROI54% Creating a greater variety of content

Content marketing initiatives planned for the next 12 months.

19% Creating more engaging/higher quality content23% Better converting visitors to website31% Better understanding of what content is effective – and what isn’t23% Finding more/better ways to repurpose content26% Creating visual content21% Better understanding of audience26% Optimizing content21% Organizing Content on website36% Measuring content marketing ROI28% Creating a greater variety of content

Top 2 are Measurement, anyone surprised?

Top challenges B2B content marketers face

To Summarize, 3 Takeaways of this deck are: 1. Marketers want to Produce

More content2. They want for it to be more

Consistent & Engaging3. They want to better Measure its Effectiveness and ROI

Thank you for watching

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