Podcast: What does the 2017 B2B Content Marketing trends report mean for copywriters?

Change is afoot in B2B content marketing. We take a look at new research from MarketingProfs and the CMI, to find out what could be heading your way in 2017.


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The new 2017 B2B Content Marketing Benchmarks, Budgets, and Trends report for North America from Content Marketing Institute and MarketingProfs has already caused discussion about what is and isn’t content marketing.

The report showed that 37% of B2B marketers in the US now have a documented content strategy, a five-percentage point increase from the 2016 report.

(In case you don’t know: I attribute a lot Radix’s own content marketing success to us having a documented content marketing strategy.)

The report also suggested that 39% of US B2B organisations are planning to increase their spending on content marketing over the next 12 months.

And interestingly, certainly for copywriters, was the news that 76% of B2B content marketers in the US are planning to prioritise quality content over the volume of content they produce.

Welcome to the future

There are a host of other insights in the report that are of interest to those of us who work in B2B marketing.

In this episode of Good Copy, Bad Copy, I talk with David and Fiona about what the report’s findings mean for copywriters and marketers.

Listen now to find out:

  • Why case studies may no longer be considered content marketing
  • Could UK content marketers actually be ahead of the US?
  • Whether there’s an identity crisis for white papers and ebooks
  • If B2B marketers killed infographics
  • Why there could be blogs galore in 2017
  • … and more

Download the episode here (right-click and “save as” to download). Or listen in the player at the top of the page.

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Music by Industrial and Marine.

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