Now, let's take a look at popular content formats and delivery channels. How well are they performing for B2B marketers?
What Content Formats Are Most Effective?
The chart below shows a blended ranking of the most popular content formats (BTW, not only the "effective" but also the "neutral" ratings influence the overall blended ranking).
Leading the ranking are case studies, live presentations (one could argue this is a content format as well as a channel), white papers, and online articles - these formats are most effective in engaging prospects (all other things being equal).
In contrast, the survey respondents consider podcasts, print articles, and infographics the least effective content formats.
What Content Delivery Channels Are Most Effective?
Now, let's take a look at the perceived effectiveness of delivery channels used by B2B marketers to get content in front of the target audience (either outbound or inbound). Again, this chart shows a blended ranking of the most effective content delivery channels.
The highest rated channels are website, live in-person event, and email. Newer channels such as social media and blogs are considered only moderately effective in comparison. At the bottom of the list we find online directories, online ads, and paid search. Not surprising as the effectiveness of these channels has been declining steadily over the last few years.
Do these findings reflect what you see in your marketing role? Looking forward to hear from you.
Now that we better understand what B2B marketers expect to get out of content marketing, and what formats and channels perform well, our next post will take a closer look at survey results regarding content performance metrics and key challenges - so stay tuned.
Related content:
Why care about B2B Content Marketing?
Take the 2011 B2B Content Marketing Survey
5 Steps to B2B Marketing Success