Case studies are the most effective content format
B2B Marketing’s Content Marketing Benchmarking Report.
Sixty-six per cent of the 112 B2B marketers surveyed said case studies were ‘very effective’, while 32 per cent said they were ‘quite effective’. In second place is video, with 57 per cent of respondents believing this type of content to be ‘very effective’, followed by whitepapers (48 per cent) and infographics (45 per cent).
However – despite the effectiveness of case studies – blog posts are the most popular content type, with 66 per cent of the marketers surveyed frequently posting blogs. Meanwhile, podcasts are the most unpopular content type, with 87 per cent of marketers rarely or never using them in their campaigns.
The research also revealed that nine in 10 companies are repurposing existing content. Yet, just 10 per cent stated that they ‘always’ repurpose their content to make the most out of their marketing efforts and ensure cut-through.
Of the 112 marketers surveyed in B2B Marketing’s report, two-thirds (66%) stated that case studies were “very effective” at driving leads and sales, and a further 32% found case studies to be “quite effective,” making case studies the most effective content format included in that report.
More than half of the marketers surveyed in the 2016 B2B Content Marketing Report (55%) said they found case studies to be the single most effective content format.
Approximately 31% of respondents questioned in Eccolo Media’s 2015 B2B Technology Content Survey Report said they found case studies to be the third-most influential content format, just behind white papers (33%) and data sheets (39%).
For further content marketing insights and best practice advice download the Benchmarking Report now.