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2014: The Year Social Content Dominated B2B
Technology Marketing?
The irrepressible rise of social, and four more trends t...
Hi, we’re Radix Communications.
(Pleased to meet you.)
Our team writes marketing content for top
B2B technology brands.
Li...
In 2014, we wrote copy for 716 content
projects, for over 30 different brands.
(That’s quite a lot of content.)
This prese...
We wondered how our own experience
stacked up against research done by the
Content Marketing Institute and others
into the...
So what changed for us during 2014?
1. We worked on more
content types than
ever before
But are marketers
experimenting more with
content marketing or just
pr...
This
hasn’t
changed
over the past 12
months.2
However...
70%
of B2B
Marketers are
now creating more
content than they
did ...
What was our experience?
Here at Radix, we worked on 25 different content
formats for clients in 2014 – up from 15 in 2013...
Here’s how our 2014 work stacked up against previous years
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
2014
2013
2012
In 2014, Radix saw
a 36% increase
over 2013 in the
number of client
content marketing
projects we
worked on.*
*
Based on a...
2. Social media
continued to
dominate our order
book
…with social-native
content enjoying a huge
boom
For
the
previous two
years, usage had
remained at
87%.5
4
B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—Nort...
What was our experience?
Our social copy work has grown every year since
2012 and is by far the most common type of projec...
In 2014, social media dominated our output
Types of content we wrote copy for in 2014, based on 716 individual content pro...
We’ve
seen a
steady climb
in social media
copywriting work, with
a 41% rise between
2012 and 2014.
3. Visual content is
still in high demand
But do infographics and
video still dominate?
6
Content Marketing Institute/MarketingProfs - B2B Content Marketing:
2015 Benchmarks, Budgets, and Trends—North America, ...
The range of content used remained mostly unchanged in the wider B2B community - here are
the main tactics used in 2014, w...
At
Radix, we
saw demand for
infographic copy
decrease by 52%
in 2014 and video
scripts decrease
by 49%.
What was our exper...
Despite the decrease in infographic and video work
here at Radix, overall demand for copy for visual
content was high. 201...
4. The strange case of
the B2B blogs
Who’s writing them for
marketing teams?
7
Content Marketing Institute/MarketingProfs - B2B Content Marketing:
2015 Benchmarks, Budgets, and Trends—North America, ...
Radix
saw a
59% reduction in
the number of blog
posts commissioned
from us by clients
during 2014.
Meanwhile, here in sunn...
Blog posts were in the top 3 content types Radix
worked on in 2012. By the end of 2014, they were
just about ready to drop...
8
Holger Schulze - B2B Content Marketing Report, page 16
... industry
research from Holger
Schulze suggests that
blogging ...
5. Traditional content
‘not dead’ shocker
Is it possible
that the death of the
white paper has been
over-exaggerated?
9
The CMO Content Marketing Show, 10 December 2014
“[...] I haven’t really seen an actual white
paper in quite a few years...
During
the past year,
research by CMI
and MarketingProfs
shows that
white paper use
has increased by
8%.
And
over the
same...
From
2012 to 2014,
Radix has seen a
229% increase in client
demand for white papers
and a 26% lift in requests
for case st...
In 2014, Radix’s
work on
ebooks almost
halved from
2013, but...
Despite
their hype
over the last 3
years, industry researc...
…our white paper work is increasing year on year.
Despite rumours of its demise, could it be that the
white paper is in fa...
12
Eccolo Media - 2015 B2B Technology Content Survey Report Volume Two
When
asked by
Eccolo Media to rank
the top 5 conten...
So that was 2014
– but what does
2015 hold for B2B
copywriters?
There’s still room for
plenty of change.
Content will go non-linear
Fiona Campbell-Howes, MD, Radix Communications
“Based on our experience over the past few years...
“We expect (and are planning) a lot more interactive content. Things
like graders, quizzes and online calculators – that d...
“For us it’s less about how you say it in 2015, and more about what
you have to say. Today’s canny customers can see throu...
Sources
Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2015 Benchmarks,
Budgets, and Trends—North Ame...
About Radix
Radix is a copywriting agency for the content marketing era. We work with
marketers to develop programmes of c...
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2014: The Year Social Content Dominated B2B Technology Marketing?

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As a B2B tech copywriting agency, Radix has a great first-hand view of the types of content that marketers in the tech sector are producing. In this presentation, we sift through every project the Radix team worked on in 2014 to uncover the year’s big trends.

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2014: The Year Social Content Dominated B2B Technology Marketing?

  1. 1. 2014: The Year Social Content Dominated B2B Technology Marketing? The irrepressible rise of social, and four more trends that rocked our copywriting world last year
  2. 2. Hi, we’re Radix Communications. (Pleased to meet you.) Our team writes marketing content for top B2B technology brands. Like Oracle, Salesforce.com, Sprint and Veeam. We work with some of the UK’s top B2B agencies, as well as a number of tech brands directly.
  3. 3. In 2014, we wrote copy for 716 content projects, for over 30 different brands. (That’s quite a lot of content.) This presentation is about the trends we noticed when we crunched the numbers on those projects.
  4. 4. We wondered how our own experience stacked up against research done by the Content Marketing Institute and others into the types of content marketers said they were creating in 2014. So we’ve crunched those numbers, too.
  5. 5. So what changed for us during 2014?
  6. 6. 1. We worked on more content types than ever before But are marketers experimenting more with content marketing or just producing more content?
  7. 7. This hasn’t changed over the past 12 months.2 However... 70% of B2B Marketers are now creating more content than they did previously.3 1 & 3 Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2015 Benchmarks, Bud- gets, and Trends—North America, p. 19 and 17 2 Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014 Benchmarks, Bud- gets, and Trends—North America, p. 9 Research from CMI and MarketingProfs shows that marketers use 13 different content tactics, on average.1
  8. 8. What was our experience? Here at Radix, we worked on 25 different content formats for clients in 2014 – up from 15 in 2013. New for us in 2014 were: ad copy, direct mail, press releases, workbooks, branded magazines, slideshares, parallax scrolling sites and webinar slide decks.
  9. 9. Here’s how our 2014 work stacked up against previous years 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 2014 2013 2012
  10. 10. In 2014, Radix saw a 36% increase over 2013 in the number of client content marketing projects we worked on.* * Based on analysis of 716 individual projects across 31 different client organisations in 2014.
  11. 11. 2. Social media continued to dominate our order book …with social-native content enjoying a huge boom
  12. 12. For the previous two years, usage had remained at 87%.5 4 B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America, p. 20 5 B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America, and Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America, pages 5 and 9 respectively Industry research shows that social media content saw a 5.7% increase in usage over the past year, with 92% of B2B content marketers now employing it as a content tactic.4
  13. 13. What was our experience? Our social copy work has grown every year since 2012 and is by far the most common type of project we work on here at Radix. In 2014, we saw a swing towards social-native content. Our clients aren’t just using social as a means to an end (getting people to click through to something) but as a valid content medium in its own right. So we’ve been writing copy for lots of social-native content designed to be consumed on social media platforms (and liked and shared).
  14. 14. In 2014, social media dominated our output Types of content we wrote copy for in 2014, based on 716 individual content projects for 31 B2B technology brands. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% Social Media Case Studies Infographics White Papers Ad Copy Video Scripts Brochures Datasheets ebooks Blog Posts Account Based Content Articles Webinar Slide Decks Direct Mail Web Copy Press Releases Newsletters Slideshares Checklists Survey Reports Advertorial Workbooks Branded Magazine Comic Strips Parallax Scrolling Sites
  15. 15. We’ve seen a steady climb in social media copywriting work, with a 41% rise between 2012 and 2014.
  16. 16. 3. Visual content is still in high demand But do infographics and video still dominate?
  17. 17. 6 Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America, page 19 CMI/ MarketingProfs’ research shows that video is the most popular visual tactic, used by 76% of B2B marketers, while illustrations/photos are used by 69% and infographics are used by 62%. There was a 22% increase in usage of infographics by marketers in 2014.6
  18. 18. The range of content used remained mostly unchanged in the wider B2B community - here are the main tactics used in 2014, with 6 out of the 14 main tactics being visually focused. Illustrations/photos are a new category for the report by CMI and MarketingProfs.
  19. 19. At Radix, we saw demand for infographic copy decrease by 52% in 2014 and video scripts decrease by 49%. What was our experience?
  20. 20. Despite the decrease in infographic and video work here at Radix, overall demand for copy for visual content was high. 2014 was the first year we wrote copy for slideshares, webinars and parallax scrolling websites. And four of the case studies we worked on in 2014 were video case studies.
  21. 21. 4. The strange case of the B2B blogs Who’s writing them for marketing teams?
  22. 22. 7 Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America, page 19 … blogs are now used by 80% of B2B marketers.7 After recording a minor dip in blogging during 2013, the latest CMI/Marketing Profs benchmarking survey reveals that…
  23. 23. Radix saw a 59% reduction in the number of blog posts commissioned from us by clients during 2014. Meanwhile, here in sunny Cornwall…
  24. 24. Blog posts were in the top 3 content types Radix worked on in 2012. By the end of 2014, they were just about ready to drop out of our top 10. Could it be that B2B marketers prefer internal subject matter experts to write authoritative posts, due to Google’s recent algorithm changes? Or could they be outsourcing to cheapo, blogs-by-the-yard content farms*? We’re not sure, but… * Radix is not a content farm. Or if we were, we’d be one of those farms where everything is hand-reared, milk-fed and 100% organic.
  25. 25. 8 Holger Schulze - B2B Content Marketing Report, page 16 ... industry research from Holger Schulze suggests that blogging is the most outsourced B2B content marketing format, second only to analyst research reports.8
  26. 26. 5. Traditional content ‘not dead’ shocker Is it possible that the death of the white paper has been over-exaggerated?
  27. 27. 9 The CMO Content Marketing Show, 10 December 2014 “[...] I haven’t really seen an actual white paper in quite a few years.” Sylvia Jensen, Director of EMEA Marketing, Oracle Marketing Cloud9
  28. 28. During the past year, research by CMI and MarketingProfs shows that white paper use has increased by 8%. And over the same period, the use of case studies as a content tactic has also increased by 8%.10 10 B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America, B2B Content Marketing: 2014 Benchmarks, Budgets, and B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America, pages 19, 9 and 5 respectively
  29. 29. From 2012 to 2014, Radix has seen a 229% increase in client demand for white papers and a 26% lift in requests for case studies in 2014, after a lull in 2013. What was our experience?
  30. 30. In 2014, Radix’s work on ebooks almost halved from 2013, but... Despite their hype over the last 3 years, industry research shows that ebooks have yet to be adopted by 40% of B2B marketers.11 11 Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America, page 19 White papers? Surely everyone’s doing ebooks nowadays?
  31. 31. …our white paper work is increasing year on year. Despite rumours of its demise, could it be that the white paper is in fact healthier than ever? And could that be because white papers are actually extremely useful for guiding buyers to a decision? (We think so.)
  32. 32. 12 Eccolo Media - 2015 B2B Technology Content Survey Report Volume Two When asked by Eccolo Media to rank the top 5 content assets they found most influential in buying decisions, only 7% of B2B technology buyers ranked ebooks in their top 5... But white papers were in the top 5 for 33% of survey respondents.12
  33. 33. So that was 2014 – but what does 2015 hold for B2B copywriters? There’s still room for plenty of change.
  34. 34. Content will go non-linear Fiona Campbell-Howes, MD, Radix Communications “Based on our experience over the past few years, the traditional white paper isn’t going away any time soon. They’re too useful as a format to help tech buyers make a decision. But I still expect to see marketers experimenting with new formats in 2015 – including more non-linear, user-driven narratives, more account-based content, and more humour.”
  35. 35. “We expect (and are planning) a lot more interactive content. Things like graders, quizzes and online calculators – that deliver value and collect great data about the prospect. I also expect more rich web experiences and hard-working content that lives on a web page, with little, sugar-filled feeding troughs for when the Google spiders visit.” Richer interactive experiences for B2B audiences Doug Kessler, Creative Director and Co-founder of Velocity Partners
  36. 36. “For us it’s less about how you say it in 2015, and more about what you have to say. Today’s canny customers can see through artfully produced content. Don’t start with ‘We want to do a slideshare/ infographic’; start with ‘What do we have to tell the world?’ Having said that – in a crowded marketplace, go for the element of surprise in 2015. Experiment with new formats. Surprising content that makes people smile will work well this year.” It’s time to surprise people Sonja Jefferson, Managing Director and Founder of Valuable Content
  37. 37. Sources Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2014 Benchmarks, Budgets, and Trends—North America Content Marketing Institute/MarketingProfs - B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America Holger Schulze - B2B Content Marketing Report Eccolo Media - 2015 B2B Technology Content Survey Report Volume Two
  38. 38. About Radix Radix is a copywriting agency for the content marketing era. We work with marketers to develop programmes of content that guide customers through every stage of the buying process. We specialise in the B2B technology sector, with expertise in enterprise hardware and software, networking and electronics. We’ve written for innovative tech companies large and small, including Sprint, Fujitsu, Gemalto, Civica, Salesforce.com, Veeam, Experian, Oracle and Spirent. We have a monthly podcast explores trends and issues in B2B technology copywriting. You can listen to it here.

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