Hubspot Marketing Trends | Report

INSIGHTS 2018 B2B CONTENT MARKETING TRENDS REPORT 91% OF B2B RESPONDENTS 9% DO NOT USE CONTENT MARKETING MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT B2B ORGANIZATIONS’ COMMITMENT TO CONTENT MARKETING 20% EXTREMELY 36% VERY 36% SOMEWHAT 6% NOT VERY 1% NOT AT ALL MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT B2B MARKETERS’ RATE THE SUCCESS OF CONTENT MARKETING EXTREME 4% HIGH 20% MODERATE 53% MINIMAL 21% NONE 2% MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT 70–75% OF BUSINESSES Interestingly 70–75% of businesses rate their commitment as well as their success as Moderate or Very, suggesting commitment levels are closely tied to overall success measurements. MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT SUCCESS COMPARED WITH ONE YEAR AGO 18% MUCH MORE 45% SOMEWHAT MORE 26% ABOUT THE SAME 3% SOMEWHAT LESS 1% MUCH LESS 7% DOES NOT APPLY 18% We’re doing great! 70+% Content marketing effort could be improved Only 18% of respondents reported they are successfully creating and distributing valuable, relevant and consistent content. The majority of respondents (70+%) feel their content marketing efforts could be more effective in the future. MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT FACTORS CONTRIBUTING TO SUCCESS OVER THE LAST YEAR 78% Content Creation 72% Strategy 50% Content Distribution 49% Content Marketing has become a greater priority 46% Spending more time on Content Marketing 39% Management/HR 35% Content Measurement MARKETERS HAVE MADE CONTENT MARKETING A GREATER PRIORITY (49%) by spending more time (46%) creating strategic (72%), higher-quality (78%) content, targeted (50%) at their audience. MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT PERCENTAGE OF B2B MARKETERS WITH CONTENT STRATEGY 37% 38% 19% 6% No, but No, with no plans Yes, and it is Yes, but it is not plan to to have one within documented documented have one 12 months within 12 months While 75% of B2B marketers report having a marketing strategy, only half of them have documented their strategy. MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT TOP 5 TECHNOLOGIES B2B MARKETERS USE FOR CONTENT MARKETING PURPOSES 87% ANALYTICS TOOLS 70% EMAIL MARKETING TECHNOLOGY 63% CONTENT MANAGEMENT SYSTEM 55% MARKETING AUTOMATION SOFTWARE 43% WEBINAR/ONLINE PRESENTATION PLATFORMS Respondents use a plethora of technologies to manage their efforts: All respondents reported using an average of 4 technologies as compared to the Most Successful respondents using an average of 5. MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT TOP 6 TYPES OF CONTENT B2B MARKETERS USE FOR CONTENT MARKETING PURPOSES Social Media Posts 94% Case Studies 73% Videos (pre-produced) 72% Ebooks/White Papers 71% Infographics 65% Illustrations/Photos 56% Among the content types, distribution formats, and social media platforms that respondents use, they rated ebooks/white papers (50%), email (74%) and LinkedIn (78%) as most effective at helping their organizations achieve specific objectives. MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT TOP 6 SOCIAL MEDIA PLATFORMS B2B MARKETERS USE FOR CONTENT MARKETING PURPOSES LINKEDIN TWITTER FACEBOOK 60% YOUTUBE 30% INSTAGRAM 28% GOOGLE+ Businesses are using social media, not just LinkedIn, to gather prospects and customers, to listen and to respond. MZLTD.COM

INSIGHTS FROM THE 2018 B2B CONTENT MARKETING TRENDS REPORT CONTENT MARKETING METRICS 77% 72% increased audience increased number engagement of leads More than 70% of respondents agreed they can demonstrate, with metrics, how content marketing has increased audience engagement and their number of leads. Source: 2018 B2B Content Marketing Trends: North America: Content Marketing Institute/MarketingProfs MZLTD.COM