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Here’s What a Best-In-Class B2B Content Marketer Looks Like

Elizabeth Crawford Written by: Elizabeth Crawford |

Here’s What a Best-In-Class B2B Content Marketer Looks Like

Have you ever wondered whether you’re doing it right?

At Delta Marketing Group, we often talk about our “bubbles.” Sometimes we all get stuck in our own personal bubbles, which lets us see only a narrow view of what’s really happening. Our bubbles give us tunnel vision, and we focus on the tasks that are right in front of us without understanding how they relate to the bigger picture.

That’s why it’s a good idea for marketers to occasionally benchmark ourselves against other professionals who do what we do. It gets us out of our bubble and gives us a higher perspective about how we can improve.

When it comes to content marketing, every company’s approach is different. But a study by Content Marketing Institute and MarketingProfs uncovered the ideal profile for a best-in-class B2B content marketer. In their eBook B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends—North America, it is revealed that the most successful content marketers share the same strategies, tactics and habits.

Here’s what the study found about what makes up a best-in-class content marketer—and what the findings can teach us about our own marketing.

profile of best in-class marketers.jpg

What can we learn from this?

Lesson #1: Devote more resources to content marketing>

According to the study, the most effective content marketers dedicate 37% of their total budget to content marketing, while most other content marketers are allocating, on average, 10% less than that. Additionally, almost 70% of the most effective content marketers have a dedicated content marketing group at their company helping them with content creation.

This is a clear indication that in order to achieve success from content marketing efforts, companies must be truly committed. A larger slice of the budget plus greater employee dedication to helping with content creation are critical.

Lesson #2: Document your content marketing strategy

If you’re a marketer using content, chances are you have a strategy. But—is it documented? The study found that only 35% of B2B content marketers have a documented content strategy. This is pretty low, especially considering that 54% of best-in-class content marketers said that their strategy was documented.

Having a verbal strategy is a great first step. But, clearly, it pays to take the time to write it down.

Lesson #3: Get good at tracking ROI

Content marketers today appear to be struggling with tracking the return on investment of their efforts. Only 21% of average marketers feel that they are successful at tracking ROI, while almost 50% are challenged with measuring effectiveness.

If content marketers want to improve, it’s an absolute must that they get better at tracking their results. It’s a key to success for the top tier—40% of the best-in-class category are good at tracking their ROI, and 62% are adept at measuring effectiveness of their campaigns.

Lesson #4: Increase your content initiatives

There is a pretty much endless debate going on about content quality vs. quantity. While it can’t be denied that high quality content is an absolute necessity for driving traffic, leads, and engagement, the volume at which you publish content can also have an effect on your overall results.

The average number of initiatives that the most successful content marketers are working on at any given time is 15, with 6 in the pipeline to begin within 12 months. For the least successful content marketers, those numbers are 11 and 9 respectively. Best-in class content marketers also use more tactics overall than average ones.

Content marketing is being used by more B2B marketers than ever. The companies that are most successful at it are the ones that document their strategy, track their results, and give content marketing the time and resources it deserves. By following their examples, we can all improve our content marketing initiatives and help our companies reach their goals.

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Orignially published on July 1, 2016, updated on March 26, 2019

Topic: Marketing Strategy