RESEARCH: B2B Enterprise Content Lacks Audience Centricity

April 13, 2017

by Carla Johnson

Research from the Content Marketing Institute, released yesterday, shows how far B2B marketers still have to go to put customers squarely in the middle of conversations.

Too many B2B marketers still focus on their brand, rather than their audience. In fact, 53 percent of respondents say they focus on creating content for audiences versus their brand. This number is significantly lower than the 69 percent of all B2B North American marketers across all industry types and company types.

Joe Pulizzi, founder of the Content Marketing Institute

“Building a loyal audience takes time.  It never happens overnight,” said Joe Pulizzi, founder of the Content Marketing Institute. “Larger enterprises are so focused on the next quarter’s financial results…the next campaign that they rarely take the time to invest in customers over the long term.  Most larger enterprises don’t understand that building an audience can and will be an incredible long-term asset for the organization.

“This is another reason why content marketing, as an approach, is generally easier for a smaller organization to employ – less politics, more patience,” Pulizzi added.

For the enterprise B2B marketers who commit to the practice, success awaits them. Fifty-four percent of respondents say their organizations are much more or somewhat more successful with content than they were one year ago. Other positive signs for B2B marketers include –

  • 92% of the top-performing B2B enterprise marketers are more focused on creating content for their audience than their brand – it’s one of the things that differentiates them from their less successful peers.
  • 84% of B2B enterprise marketers who experienced increased success over the last year attribute that success to content-creation related factors (e.g., creating higher-quality content, becoming more efficient with content creation)
  • 63% of B2B enterprise marketers can demonstrate, with metrics, how content marketing has increased their number of leads.

Find out how you measure up to your peers by downloading the full report.

About Carla Johnson

Carla Johnson is a world-renowned storyteller, an entertaining speaker, and a prolific author.

Over the last two decades, Carla has helped architects and actuaries, executives and volunteers, innovators and visionaries leverage the art of storytelling to inspire action. Her work with Fortune 500 brands hasn’t gone unnoticed and the latest of her seven books, Experiences, sets the benchmark for a new era in marketing. Named one of the top 50 women in marketing and the chair of the ANA’s Business Marketing Association, Carla regularly challenges conventional thinking.

Today, Carla travels the world teaching anyone (and everyone) how to cultivate idea-driven teams that breed unstoppable creativity and game-changing innovation.