On the agenda: B2B doesn't know who it's talking to, takes itself a bit too seriously, and underinvests in content distribution. Here are the key takeaways from the B2B Content Marketing Grand Benchmark.
Finding 1: Most B2B content is created for the brand, not the buyer
The majority of B2B content focuses on product features, company news and awards — not the challenges, questions and interests of the target audience. This explains why most B2B content gets little engagement.
Finding 2: Distribution is the bottleneck
Companies that increase their content distribution budget by 20% see 3x the results. Yet most teams spend 80% of their content budget on creation and 20% on distribution — the reverse of the optimal allocation.
Finding 3: B2B content is getting better
The proportion of 'pillar content' (deep, original, heavily researched pieces) is growing. The winners in 2024 will be those who own the definitive resources on their key topics.
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