Case studies and client success stories are the content types that B2B companies most use, according to a recent report from Starfleet Media.
The report was based on data from a survey of 324 B2B marketers and salespeople from around the world (69% based in North America; 22%, Europe; 9%, other). Respondents work for B2B companies in a wide range of industries, including technology, manufacturing, and business services.
Some 67% of respondents say they have put case studies/client success stories to use as a digital content marketing asset in the previous12 months; other commonly used content types are whitepapers (62% have created), webinars (58%), and e-books (52%).
Below, additional key findings from the report.
Success and Goals
- 50% of respondents say they have been successful or very successful in achieving their primary objectives for content marketing.
- Top content marketing objectives are generating more leads (92% of respondents cite), raising brand visibility (90%), and generating better leads (87%).