Is your content marketing strategy documented? We ask because according to the Content Marketing Institute, 89% of B2B marketers are using content marketing, but just 37% have a documented content marketing strategy.

Messaging rarely gets credit or wins awards, but behind most top-performing B2B marketing programs is a messaging platform that was thoughtfully developed, carefully vetted and (probably) begrudgingly embraced. Still, many marketers see it as painful to develop, challenging to implement and difficult – if not impossible – to guarantee use and compliance.

Videos and webinars are emerging as the top form of content for reaching B2B professionals, according to a new industry report by BrightTALK. 


In case you haven’t heard, podcasts are experiencing a remarkable surge in popularity. According to Edison Research’s recently-published 2019 Infinite Dial Report (the longest-running survey of US digital media consumer behavior), there are now 62 million weekly podcast listeners – up 14 million since last year.

Video content just got a bit more compelling for B2B marketers. A new report from Vidyard indicates that while B2B video is getting shorter, viewers are actually watching longer. The report says that last year, the average length of published videos was a little more than four minutes, which is 33 percent shorter than 2017’s average length of a little over six minutes. And just a year prior to that, the average length was more than 13 minutes. The trend toward shorter videos has been declining at a fast, consistent rate. And we shouldn’t find this surprising, considering the data. According to the report, videos under a minute long have the highest completion rate, with 68 percent of viewers watching to the end. 

So what does this mean for B2B marketers? As video continues to surge for both relevance and consumption for B2B, bigger (or longer) is not always better. According to the report, 87 percent of B2B video watching is still happening on desktop, which means B2B buyers are often watching video on their desktops while at work. They want to get the information they need, have it be high-value, then move on. What does your video strategy look like as we move into the latter part of 2019? Video is having, and will continue to have its moment in B2B. And just like many things in life, when it comes to B2B video, less is definitely more.

B2B marketers agree that a strong content marketing strategy is important, but project demands and budget constraints often leave team members “doing what they can” when time allows. If this sounds familiar, you may be missing out on valuable opportunities and selling your organization short.

Image courtesy YouTube, 06/03/2019, Final Jeopardy!

James Holzhauer, a single-game record-breaking “Jeopardy!” champion, credits an interesting source for learning so many interesting facts: children’s books.

While most B2B marketers are using content marketing, few are actually measuring the outcomes and payoff of their efforts.

A new report released by Trust Radius, “The 2019 B2B Buying Disconnect,” is an in-depth study on buying preferences, vendor impact and the trust gap in B2B technology.

Recently, a resurgence in “rebundling,” or reversing the now prevalent multiple-agency model, has been top of discussion. And for good reason.