In particular, articles on a company’s website (83 percent), e-newsletters (78 percent), and blogs (77 percent) are the most popular tactics for B2B marketers. On average, B2B marketers spend 33 percent of their marketing budgets on content marketing, up from 26 percent last year, according to Joe Pulizzi, Executive Director of The Content Marketing Institute. Even more important, 54 percent of B2B marketers plan to increase their content spend over the next year.
Not sure where to start? Don’t just hire someone and expect fantastic results. Think about who your audience is, what your goals are, and how you’re going to track your content marketing spending. If you start running without knowing where the finish line is – or what the course is, you’ll end up wasting time and money and have nothing to show for your efforts.
Remember that you don’t want to burn your budget too quickly, and you don’t want to produce too much too quickly if you’re new to this. If you’re not new and have your pace down, but you’re not getting the results you want, re-examine your goals, messaging, and audience.
And if you don’t have the in-house resources to write all this content, don’t fret. You can outsource to a content marketing copywriter who can write articles, e-newsletter, blogs, case studies, and white papers that create the warm leads your sales team needs, build thought leadership, or meet the goals you’ve set for your content marketing program.