Marketing

The state of B2B content augmentation

the-state-of-b2b-content-augmentation

Most B2B marketers say they don’t spend enough time reinforcing content, according to recent Converge research.

The report is based on data from a survey conducted in December 2020 and January 2021 of 106 B2B content marketers from around the world, representing a range of industries and company sizes.

About 85% of B2B marketers say they don’t spend enough time reinforcing content.

Respondents say the main reason they don’t spend more time on content augmentation is because they are busy with other tasks (80% say so).

The types of content that B2B marketers add to the most are blog posts (85% of respondents say so) and social media posts (47%).

Types of content B2B marketers step up

The main organic channel for organic content amplification is social media (98% of B2B content marketers say so).

Channels that marketers use to expand their content

Social media is also the top channel for amplifying paid content (all respondents say they use it).

Paid channels that marketers use to expand their content

About research: The report is based on data from a survey conducted in December 2020 and January 2021 of 106 B2B content marketers from around the world, representing a range of industries and company sizes.

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Jeffrey Rabinowitz