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Every year HubSpot publishes its "State of Content Planning Report" in which it analyzes a series of elements useful for identifying what will be the content marketing trends in the immediate future. Today's article is the first in a series of insights in which we will share the findings of the report. Read on to learn more about new goals and budgets! The state of content marketing according to HubSpot In its State of Content Planning Report , HubSpot analyzed responses from more than 600 media planners about the goals, tools and strategies they plan to implement to overcome current challenges. HubSpot Media Content Planning Report 2022 The cover of the "State of Content Planning Report" - downloadable here For several years, the creation and publication of content has supported B2B companies in providing their target audience with the information they are looking for, creating a bond of trust with prospects , generating leads , improving positioning in search engines and building customer loyalty . New Call-to-action Today content marketing is much more than a simple – so to speak – blogging activity , but includes the production of videos, social media posts, emails, eBooks and downloadable guides . Among the macro-themes that emerged from the survey, we highlight the importance of flexibility, content audits and marketing automation , in addition to the main objective : reaching as many
target users as possible, involving them and bringing them closer to purchasing thanks to the content. Let's go into detail about the objectives. The objectives of b2b content marketing today The first objectives declared by 33% of those interviewed in the HubSpot report are engagement and increasing the audience reached with the content. The answer is transversal and concerns both those who Australia WhatsApp Number Data are starting the new corporate content strategy from scratch and those who have already been working on various digital channels for some time. content marketing For 30% of the sample, the objective is to maximize the ROI of content marketing, which means that there are several professionals who do not simply publish, but regularly monitor the performance of the content and look for new ways to improve it. How do you get more attention to your content from a B2B company? One option could be to diversify formats a
cross various digital channels: blogs, podcasts, videos, emails, etc. But the most effective way to capture attention with content marketing remains to create value for users , imprinting the company name in their minds. What is the trend regarding the budget to be dedicated to content production? Thanks to the monitoring of the various initiatives, the allocation of the budget for the production of content is also easier . The HubSpot report shows that: almost half of those interviewed allocate between 30% and 50% of their marketing budget to content 5 % spend over 70% on content marketing only 4% dedicate between 1% and 10% of their budget to content content strategy Source: HubSpot "State of Content Planning Report" In the following graph you can find the detail relating to the quarterly budget : b2b content marketingSource: HubSpot "State of Content Planning Report" If you want to receive the next episodes of this insight series directly to your email inbox and discover all the other findings of the HubSpot report, as well as our advice on content strategy, subscribe to the blog!
target users as possible, involving them and bringing them closer to purchasing thanks to the content. Let's go into detail about the objectives. The objectives of b2b content marketing today The first objectives declared by 33% of those interviewed in the HubSpot report are engagement and increasing the audience reached with the content. The answer is transversal and concerns both those who Australia WhatsApp Number Data are starting the new corporate content strategy from scratch and those who have already been working on various digital channels for some time. content marketing For 30% of the sample, the objective is to maximize the ROI of content marketing, which means that there are several professionals who do not simply publish, but regularly monitor the performance of the content and look for new ways to improve it. How do you get more attention to your content from a B2B company? One option could be to diversify formats a
cross various digital channels: blogs, podcasts, videos, emails, etc. But the most effective way to capture attention with content marketing remains to create value for users , imprinting the company name in their minds. What is the trend regarding the budget to be dedicated to content production? Thanks to the monitoring of the various initiatives, the allocation of the budget for the production of content is also easier . The HubSpot report shows that: almost half of those interviewed allocate between 30% and 50% of their marketing budget to content 5 % spend over 70% on content marketing only 4% dedicate between 1% and 10% of their budget to content content strategy Source: HubSpot "State of Content Planning Report" In the following graph you can find the detail relating to the quarterly budget : b2b content marketingSource: HubSpot "State of Content Planning Report" If you want to receive the next episodes of this insight series directly to your email inbox and discover all the other findings of the HubSpot report, as well as our advice on content strategy, subscribe to the blog!