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Your B2B marketing 2020 efforts should align with what your audience wants and needs. Remember that makes it easy for you to do content marketing creation plans have a high chance of success.
To help guide your B2B content marketing strategy, take a closer look 2020 Report on B2B Content Demand and Consumption published by NetLine Corporation.
Here are eight B2B content marketing statistics from that report worth knowing.
11. 42% Open Content by C-Suite CEO at 10 is
“Best time to email content to C-Suite executives? ” is a common question. As it turns out, 10 a.m. is the right time to determine the time if your goal is to contact the C-Department CEO. More specifically, the researchers found that 11.42 percent of people in that segment opened documents at 10 a.m.
The percentages are small, but it also means you have the flexibility to send the content at a different time if that works better. For example, noon is the next best time, with 11. 12% of people reading the content later – possibly while starting their lunch break.
Remember that your target audience may behave differently from the norm, so the best transitions may not stick to the timings mentioned here. Consider delivering a document at a specified time for a specified period of time, then track open rate metrics for that period to see what kind of response you get.
11. 42% of C-Suite executives open content at 10 am #email #B2B Click to Tweet
C- Hourly content consumption. Source: All images from the NetLine Corporation study linked above.
CEOs and leaders in most work categories open required content 8% longer than others
The consumption gap represents the time between someone requesting content from a company and them opening it. The main takeaway is that people often don't ask for content at the exact moment when they're ready to read it.
Outside of those in consulting and contracting roles, it took most people in Executive and Leadership positions 8% longer than individuals in other categories to start viewing B2B content. theirs upon request. The report creators recommend not focusing solely on the people in the C-suite.
They may be the people who ultimately make the decision to buy your product. However, others in lower-level positions may be able to open your content more quickly, thus starting their educational journey before their superiors do. There's no harm in tailoring some of your content to the C-suite, but don't make them your only target group. People in other positions also appreciate high-quality content, and they can influence those at higher levels in the company.
Executives and leaders take 8% longer to open requested content than others. # B2B #content Click to Tweet
B2B content consumers access documents from a desktop device 68. 1% of the time
Statistics collected for reasons unrelated to this report show that people are more likely to access the internet from mobile than from desktop. However, the B2B audiences studied here do not follow that trend.
The analysis shows that 68.1% of people view B2B content on computers. Then, 28.7% of the total use their phone to interact with it, and 3.2% of them access the document from a tablet. However, the report did say that the percentage of people using mobile phones increased to 10% between 2018 and 2019.
B2B content consumers access documents from desktop devices 68.1% of the time. # B2B #content Click to Tweet
Another thing to note is that the authors of the report believe that the percentage of people viewing B2B content on mobile devices will increase as more Generation Z members enter the workforce. Most likely they will have ultra-modern, more capable smartphones to keep pace with the ever-evolving mobile world. Marketers should still adapt to smaller screen sizes and make smart decisions to keep content mobile-friendly.
B2B content consumption by device
27% of the active audience for B2B content comes from Organizations with less than 25 Employees
NetLine identifies its active audience as people who have requested B2B Content. Data shows that 27% of people who actively use B2B content have worked in organizations with 1 – 24 employees. That statistic remains unchanged from last year's report.
It may also come as a surprise that companies with 1-4 workers make up 15.62% then 27%, a segment that makes them the largest group of individuals in that percentage. If smaller companies are one of your targets, these findings suggest that you should keep smaller companies in mind while creating your content. Think about what needs they might have and how your brand can fulfill them.
Cybersecurity professionals are 87% More likely to prefer do-it-yourself projects outside of the office than other Professionals
The report also discusses interest categories. The goal is to remember that your readers are people who actually have many different interest groups that stretch outside of your company or product.
One of the relevant B2B content statistics is that cybersecurity professionals are 87 percent more likely to engage in do-it-yourself projects outside of the office than other professionals. That could mean you provide content that introduces them to tech projects they can do at home and somehow engages with your company.
However, buyer interest charts cover many subtopics. That variety shows that you shouldn't shy away from creating interesting materials that cover a number of topics and other topics that aren't closely related to your company. You may find that this approach leads to more repeat visits to your site because people are eager to see what you'll publish next.
B2B buyer preferences
E-books, whitepapers and guides cover almost 56% of the inventory in the market
If you are wondering what type of content to create in your B2B marketing 2020 Plans, ebooks, white papers, and guides are good options to go ahead. Statistics show that about 56% of the total inventory on the market is one of these categories.
Regarding the type of content requested, people want e-books most often, followed by white papers and tutorials. NetLine analysts point out that e-books are particularly versatile. You can use them to highlight case studies, demonstrate thought leadership, or call attention to any other factor that could drive sales.
Also note the educational nature of those top three types of content. Your B2B audience is ready to learn, and you can help them do it with high-quality documentation that meets their needs. In any case, make sure that your content marketing strategy yours serve a definite and goal-directed purpose.
More than 30% of demand for B2B content comes from the IT sector
More than 30% of overall content demand comes from audiences in that niche. That change represents a 3% increase over 2018 numbers.
IT professionals take the top spot in terms of audience demand, but other sectors want content as well. For example, audiences in the accounting and finance industries as a whole achieved half a percentage point in desirability for the right material, showing the largest growth of all work areas.
Effective ways also exist to leverage B2B marketing statistics here if IT is not your primary focus. For example, if your company sells a product targeting several industries — information technology among them — consider creating an online newsletter or content hub for tech professionals.
High-tech IT industry has the most active audience
You already know that IT professionals account for almost a third of all content demand. A related fact is that the high-tech information technology industry has shown m ost active objects. This means that people in that group are more likely to request and interact with the document.
The report's authors note that people working at high-tech IT companies must be educated on the latest developments. New content can make it easier for them to do that.
Most activity industries consume content
Consider how you can create or adapt content to make it maximally engaging working with cutting-edge technology. You can gather an expert opinion on the future of a broad but related topic, such as cloud computing or automation, to help readers find out what's going on.
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Note from our editor: If you don't have one, please get your own copy 2020 Report on B2B Content Demand and Consumption from our friends at NetLine Corporation. Tons of useful data to guide your strategy in 2020!
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