In 2016, the Content Marketing Institute (CMI) published a study on trends and developments in B2B content marketing. According to the study, companies are using content marketing more consistently to generate leads in the B2B sector. We show what is important for German marketing managers in their content marketing planning and activities.
Content marketing has proven to be an effective tool for lead acquisition and qualification among new and existing customers. Compared to conventional display or event formats, content marketing offers the opportunity to deliver a clear message that is specific to the target group and precise, even with a small budget.
American and German users differ
However, German marketing departments nepal whatsapp data should resist the temptation to adopt the findings and concepts of their American colleagues 1:1. Nevertheless, American survey results are well suited to re-evaluating one's own content marketing approaches and answering the question: What content needs do B2B companies in German-speaking countries really have? There are some differences in terms of usage behavior and content formats:
In addition to LinkedIn, many business users are also based on Xing.
There are data protection-driven reservations about consistent Facebook use (this also applies to WhatsApp and other instant messaging services).
There are different preferences regarding formats and types of preparation. While in the USA content is very shortened and videos or infographics are popular, German business users prefer comprehensive case studies and checklists.
Nothing works in the B2B sector without a content strategy
The CMI study mentioned above reveals a number of surprising findings: just over 30 percent of B2B companies say that their content activities are not useful. More than half of the companies surveyed do not even know how to implement content marketing methodically correctly.