The document discusses content marketing tactics and their effectiveness versus difficulty. It summarizes statistics from a survey of over 5,000 marketers on what the most and least effective content marketers do. The most effective marketers have a documented content marketing strategy, focus on engagement, and are successful tracking ROI. Marketers want to produce more consistent and engaging content while better measuring effectiveness and ROI. The top challenges they face are creating high-quality engaging content and measuring ROI.

1. Content Marketing Tactics: Effectiveness Vs. Difficulty

2. Content Marketing Tactics: Effectiveness Vs. Difficulty
Content Marketing Tactics:
Effectiveness Vs. Difficulty

3. Hi, thanks for checking this out,
My Name is Dominik Suter,
a Hi-Tech start-up
Growth Hacker,
Marketing + Sales leader
since 2002 US/ Israel
@DominikSuter
[+972] 058-4785492

4. Content Marketing Tactics: Effectiveness Vs. Difficulty
B2B Marketers understand they need
• A content Marketing Strategy
• To produce More Content
• Content to be More Engaging
• To Measure its Effectiveness
• And yes, to Measure ROI

5. Content Marketing Tactics: Effectiveness Vs. Difficulty
In the following slides I share stats that
provide insights into what marketers are
saying about content marketing.
The stats were accumulated
from the input of over 5,000
marketers Source: Content Marketing Institute and
MarketingProfs B2B stats report for 2015

6. What the most effective and least effective
content marketers do? (Part 1 of 4)
Who in this room have a documented
content marketing strategy?

7. What the most effective and least effective
content marketers do? (Part 2 of 4)
Whom of you follow it closely?

8. What the most effective and least effective
content marketers do (Part 3 of 4)
54% of the most effective marketers has a documented content marketing
strategy
11% of the least effective marketers has a documented content marketing
strategy
89% of the most effective marketers places high importance on engagement
as a goal
70% of the least effective marketers places high importance on engagement
as a goal

9. What the most effective and least effective
content marketers do (Part 4 of 4)
40% of the most effective marketers is successful at tracking ROI
5% of the least effective marketers is successful at tracking ROI
To Summarize:
Effective marketers, have a documented content marketing strategy,
places high importance on engagement as a goal, are successful at
tracking ROI

10. Documented vs Verbal or No Documented
B2B Content Marketing Strategy (Part 1 of 2)
60% with documented strategy considers their organization to be effective at
content marketing
32% with verbal strategy considers their organization to be effective at content
marketing
7% with no strategy considers their organization to be effective at content
marketing
35% with documented strategy is successful at tracking ROI
26% with verbal strategy is successful at tracking ROI
5% with no content marketing strategy is successful at tracking ROI
Basically, there is a clear link between documented strategy and tracking ROI

11. Documented vs Verbal or No Documented
B2B Content Marketing Strategy (Part 2 of 2)
On average 7 social platforms are used by those with a documented strategy
On average 6 social platforms are used by those with a verbal strategy
On average 5 social platforms are used by those with no strategy
How many social platforms are you using?

12. B2B marketers use an
average of 13 content
marketing tactics
Content Marketing Tactics:
(Part 1 of 2)

13. Content Marketing
Tactics:
Content marketing
tactics effectiveness
(Part 2 of 2)
So the top 3 most effective tactics don't even make
Top 4 most used tactics…Top and 3rd most used doesn't
even make Top 10 in effectiveness, 2nd most used makes
8th spot on Most effective. Any explanations for that?

14. B2B content marketers use an average of 6 social media
platforms with LinkedIn being used most often (Part 1 of 2)

15. B2B content marketers use an
average of 6 social media
platforms with LinkedIn being
used most often (Part 2 of 2)
Notice the top 6 in effectiveness are almost consistent
with top used. Apparent is Facebook and Google+ underperforming

16. Tracking ROI for
B2B Content
Marketing

17. Goals and
Measuring B2B
Content Marketing
Performance
Top organizational
goals for B2B content
marketing
What is your organization’s Goal for
B2B Content Marketing?

18. Metrics for B2B
content marketing
success
How does your organization measure success?

19. B2B Content Marketing Budgets
On average,
28% of B2B marketing budgets are allocated to content marketing
55% plan to increase their content marketing budget
32% will keep the same budget
2% will decrease their budget
11% are unsure
Direction here is clear. B2B organizations adaptation of Content Marketing is rising, with over half planning
to increase their content marketing budget

20. B2B Paid Advertising Usage:
(Part 1 of 2)
B2B content marketers use
on average 3 methods to
promote or distribute
content
What and how many Paid advertising usage you use?

21. B2B Paid Advertising
Usage
Effectiveness of B2B Paid
Advertising Methods
(Part 2 of 2)
Notice the 2nd and 3rd methods used don’t even make it to top 5 in effectiveness. Why so?

22. Content marketing initiatives currently being worked on
69% Creating more engaging/higher quality content
63% Better converting visitors to website
55% Better understanding of what content is effective – and what isn’t
63% Finding more/better ways to repurpose content
60% Creating visual content
63% Better understanding of audience
58% Optimizing content
62% Organizing Content on website
46% Measuring content marketing ROI
54% Creating a greater variety of content

23. Content marketing initiatives planned for the next 12
months.
19% Creating more engaging/higher quality content
23% Better converting visitors to website
31% Better understanding of what content is effective – and what isn’t
23% Finding more/better ways to repurpose content
26% Creating visual content
21% Better understanding of audience
26% Optimizing content
21% Organizing Content on website
36% Measuring content marketing ROI
28% Creating a greater variety of content
Top 2 are Measurement, anyone surprised?

24. Top challenges B2B content
marketers face
To Summarize, 3 Takeaways of
this deck are:
1. Marketers want to Produce
More content
2. They want for it to be more
Consistent & Engaging
3. They want to better Measure
its Effectiveness and ROI

25. Thank you for watching