Econsultancy’s B2B Content Marketing Trends Briefing, free to registered users, focuses on the key themes, opportunities and challenges relating to B2B content marketing as highlighted by client-side digital marketers during Digital Cream 2014. The roundtable on B2B content marketing was sponsored by BrightTALK and moderated by Ben Davis, Content and Community Producer at Econsultancy.


Pages: 25

Structure: trends, case studies, market data and statistics, resources

About this report

This briefing is based on the issues discussed by digital marketers at Digital Cream London 2014. Digital Cream is a regular Econsultancy event, held across Europe, North America, the Middle East, Australia and Asia, bringing marketers to a selection of exclusive invitation-only roundtables, each with a different theme. Digital Cream provides an opportunity for senior client-side digital marketers to discuss best practice and the reality of digital marketing with the industry’s ‘cream of the crop’.

The report has been written adhering to the Chatham House Rule under which all Digital Cream events operate, which means that, for confidentiality, no specific company or person have had their quotes and experiences attributed.

Table of contents

  1. Introduction
    1. About Econsultancy
    2. About BrightTALK
  2. Foreword by BrightTALK
  3. What is Content Marketing for B2B?
  4. Market Trends
    1. Contact strategies, international content and paywall strategies dominate the conversation
    2. Centralisation of content production, a publishing mentality and good writers needed
    3. Outsourced content is difficult to get right but overcomes a lack of web producers and ‘visualisers’
    4. Content formats adapted for mobile and video production skills are highly valued
    5. LinkedIn drives traffic but some senior figures still not engaging with social media
    6. Matching content to stages of the buying cycle with CRM, automation and paywalls is resource heavy
    7. Sales can’t always be attributed to content, but analytics and testing are still important
  5. Key Challenges and Goals for B2B Content Marketers
  6. Case Studies
    1. IBM creates content hub to engage with mid-size businesses
    2. Maersk’s distribution of content with social media
    3. Sage uses content to enhance search ranking
  7. Market Data and Statistics
    1. Econsultancy reports
    2. Third-party statistics
  8. Resources

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