JC Lupis | Marketing Charts | Fri, 16 Sep 2016 13:00:49 +0000

Blogs are the most commonly produced content type by both B2B and B2C marketers, with 8 in 10 respondents from each group reporting their production, according to recent studies from Conductor. Videos are the next-most popular content type for both segments; both blogs and videos are among the most effective content types, per recent research.conductor-commonly-produced-content-types-b2b-b2c-sept2016

The use of video content has become more important in recent years for B2B marketers, who now see video as the second-most indispensable content type, behind blogs. Nielsen research also indicates that (more for the B2C side), branded video content is more effective than pre-roll ads across several KPIs, including lift in purchase intent.

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While B2B and B2C marketers share the same top content formats, there’s a wide gulf between them after that. B2B marketers, for example, are almost 4 times more likely than B2C marketers to produce white papers (57% vs. 16%) and webinars (47% vs. 13%), and more than twice as likely to produce presentations (54% vs. 26%) and ebooks (43% vs. 21%). Those aren’t necessarily surprising results, as those content types are typically associated more with B2B than B2C marketing.

(An alternate – and more expansive – breakdown of B2B vs. B2C content marketing is available here.)

In other results from the Conductor surveys:

  • B2B and B2C marketers were fairly similar in their self-assessments regarding technical SEO measures, with B2B marketers giving themselves slightly higher ratings;
  • B2B marketers (28%) are more likely than their B2C counterparts (21%) to segment and target their audiences with both personas and buyer journeys; and
  • B2B marketers rated themselves “excellent” or “good” in website speed at a greater rate than B2C marketers (64% and 55%, respectively), and similarly were more likely to give themselves a high rating for mobile optimization (65% and 53%, respectively).

For a broad and detailed analysis of B2B content marketing trends and digital marketing trends in general, see MarketingCharts’ B2B Digital Marketing Insights Report.

About the Data: The B2C data is based on a survey of 290 B2C marketers primarily within the retail, financial resources and education industries. Half of the respondents come from a marketing team with at least 4 members.

The B2B data is derived from a survey of 431 B2B marketers primarily from the technology, consulting and manufacturing industries. Half of the respondents come from a marketing team with at least 4 members.

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