Your efforts in B2B marketing 2020 must be tailored to the wishes and needs of the audience. With this in mind, it’s easier to create content marketing plans that are likely to pay off.
Let’s take a closer look at the B2B content marketing strategy 2020 report on consumption and demand of B2B content, published by NetLine Corporation.
Here are eight worth knowing B2B content marketing statistics from this report.
11.42% of C-Suite executives open content at 10 a.m.
“When is the best time to email content to C-Suite executives?” is a common question. As it turns out, 10 a.m. is the ideal place for timing if you want to get in touch with C-Suite executives. In particular, researchers found that 11.42% of people in this segment opened the material at 10 a.m.
The percentage is low, but that also means that you have the flexibility to send the content at a different time if it works better. For example, noon was the next best time. 11.12% of the people then read the content – possibly at the beginning of their lunch break.
Keep in mind that your target audience may behave differently than normal. Therefore, it may be best not to stick to the timing specified here. Consider offering the material at a specified time for a defined period, and then track the open rate metrics over that period to determine what type of response you will receive.
Managers and managers in most job categories took 8% longer to open requested content than others
The consumption gap indicates the time between a company’s request for content and its opening. The important thing is that people don’t usually ask for content at the exact moment they’re ready to read it.
Outside of people in contract and advisory positions, most people in management and leadership positions took 8% longer than people in other categories to review their B2B content after asking for it. The report’s creators recommend that you don’t just focus on people in the C-Suite.
You can be the ones who ultimately give the go-ahead for buying your products. Other people in lower positions may open your content faster and begin their educational journey with their superiors. It doesn’t hurt to tailor some content to the C-Suite, but don’t make it your only target audience. People in other positions also value high-quality content and can influence it higher in the company.
B2B content consumers access material from 68.1% of desktop devices
Statistics collected for reasons unrelated to this report show that they are individuals rather access the internet from their cell phones than from desktop computers. However, the B2B audience examined here does not follow this trend.
The breakdown showed that 68.1% of people viewed B2B content on computers. Then 28.7% of the total used their phones to deal with it, and 3.2% of the pool accessed the material on tablets. However, the report states that the percentage of people on cell phones increased by 10% between 2018 and 2019.
Also note that the report’s authors believe that the percentage of people viewing B2B content on mobile devices will increase as more Generation Z members join the workforce. They are more likely to have more powerful, state-of-the-art smartphones to keep up with the increasingly mobile world. Marketers should continue to consider the smaller screen sizes and make smart decisions to keep content mobile-friendly.
27% of the active target group for B2B content came from organizations with less than 25 employees
NetLine defines its active target group as people who have requested B2B content. The data showed that 27% of people who actively consumed B2B content worked in organizations with 1-24 employees. These statistics remained unchanged compared to the previous year’s report.
It may also be surprising that companies with 1 to 4 employees made up 15.62% of the 27%, which makes them the largest single group in this percentage. If smaller companies are one of your goals, these results strongly recommend that smaller companies be considered when creating your content. Think about the needs they are likely to have and how your brand could meet them.
Network security professionals are 87% more likely to enjoy DIY projects out of the office than other professionals
Affinity categories are also discussed in the report. The goal is to remember that your readers are real people with different interests that extend outside of your company or your products.
One of the related statistics on B2B content was that network security professionals are 87% more likely to be involved in do-it-yourself projects outside the office than other professionals. This can mean that you offer content that they introduce into technical projects that they could carry out at home and that are somehow integrated into your company.
However, the buyer affinity chart contains a variety of subtopics. This diversity shows that you should not be afraid to create interesting material that covers some other topics and topics that are not closely related to your company. This approach may lead to more repeat visits on site, as people are curious about what you will post next.
E-books, white papers and guides make up around 56% of the inventory on the market
If you’re wondering what kind of content you want to create as part of your B2B Marketing 2020 plans, ebooks, white papers, and guides are a good option. Statistics show that approximately 56% of the total inventory on the market is one of these types.
In terms of the type of content requested, people most often wanted e-books, followed by white papers and guides. NetLine’s analysts point out that e-books are extremely versatile. You can use them to present case studies, show thought leaders, or draw attention to other factors that could increase sales.
Also note the educational nature of these three top content types. Your B2B audience is ready to learn and you can help them do so with high quality material that suits their needs. In any case, make sure that your content marketing strategy serves a defined purpose and is targeted.
More than 30% of the demand for B2B content comes from the area of information technology
More than 30% of the total demand for content comes from the audience in this sector. This change represents an increase of 3% compared to 2018.
IT professionals took the top spot in audience demand, but other industries also wanted content. For example, the audience in the accounting and finance industry has gained a total of half a percentage point in the desire for relevant material and has thus recorded the greatest growth in all professional areas.
There are also effective ways to use B2B marketing statistics when IT is not your primary focus. For example, if your company sells a product that targets multiple industries – including information technology – you should create a newsletter or online content hub for tech professionals.
The high-tech IT industry has the most active audience
You’ve heard earlier that IT professionals make up almost a third of all content. A related fact is that the high-tech IT industry showed the most active audience. This means that people in this group are most likely to request the material and deal with it.
The report’s authors noted that high-tech IT company employees need to stay informed of the latest developments. New content could make it easier for them to do so.
Think about how you can create or customize content to make it as attractive as possible for people with advanced technology. You can gather expert perspectives on the future of a broad but relevant topic, such as cloud computing or automation, to help readers understand what’s emerging on the horizon.
Get your free copy of the report now
Note from our publisher: If you have not already done so, please get your own copy of the 2020 report on consumption and demand of B2B content from our friends at NetLine Corporation. Tons of useful data for your strategy in 2020!
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