Revealed: The Truth Behind The Goals And Challenges Of Content Marketing


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Here is recent research from Salesforce that reveals the key purposes of content marketing and how exactly they drive businesses to succeed.

Content Marketing: The Top Reasons Why

According to LinkedIn’s research, lead generation drives B2B leaders to implement content marketing; on the other hand, customer loyalty was listed as a minor goal. The following are seven specific goals and the percentages of B2B leaders who want to accomplish these goals:

  • Generating leads (71%)
  • Thought leadership (50%)
  • Gaining new customers (45%)
  • Understanding/recognizing the brand (41%)
  • Fostering leads (35%)
  • Increasing web traffic (28%)
  • Improving customer reliability (25%)

Which Types of Content Marketing Works The Best?

Customer testimonials drive content marketing to become successful, says 89% of B2B leaders. Case studies, event details and informative pieces are also effective; 88%, 82% and 80% of B2B leaders believe this respectively. Videos are also successful as content marketing, deem 78% of B2B leaders.

Although the next three effective types of content marketing ranked as the bottom three among B2B leaders, the percentages are still quite high: white papers (78%), product demonstrations (72%) and social media (68%).

Top 5 Challenges of Content Marketing

Content marketing brings in positive results, however B2B leaders continue to face challenges in implementation. Here are their top 5 challenges:

  • Not enough time/bandwidth to build content (55%)
  • Creating attractive content (49%)
  • Struggle to create a variety of content (39%)
  • Finding the right people to create the content (35%)
  • Reaching the appropriate audience (31%)

What Drives Content To Be Effective?

There are many factors behind content marketing that makes it stand out of the crowd. According to LinkedIn’s survey results, 71% of B2B leaders say their content needs to be appropriate for their audiences; in other words, the content must rightfully speak to their audiences’ questions and objectives, therefore engaging them.

Having a call-to-action and storytelling both tied in as effective elements among 56% of B2B leaders. A call-to-action is necessary to ensure that content is successful; a narrative is also imperative to relate to B2B leaders.

Coming in last is transparency and easiness. According to 40% of B2B leaders, keeping the content as clear as possible keeps their audiences focused. Below is the full infographic:

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


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