B2B’s miss the mark in their brand communication

It is not long ago, that the B2B content marketing institute released its annual content marketing prediction (in this case for 2014 – more here). Throughout the report,  two things became apparent, content marketing has grown widely (with 93% of B2B engaging in some form of content marketing) and thus gained more attention in yearly budget rounds.

Content Marketing Engagement

However, at the very same time, only 42% of B2B content marketers judge their own efforts as effective. Although this is an uplift from 2013 of 6%, we can see still a large number of marketers engage in a practice doomed non-effective by themselves.

Content Marketing Effectiveness

Even more interesting is the fact, that over 73% of marketers state to produce more content than the year before; with a large percentage even having a dedicated person to content marketing and a documented content marketing strategy.

YET, if we contrast the latest McKinsey study (more here) on B2B communication (although brand focused), it becomes apparent that the effectiveness rating giving by content marketers (most likely on the skewed goal setting and remaining issues to measure the success of their programs) are in contradicting to the perceived brand strengths (post communication) in the market. Brand Awareness was stated as the number one content marketing goal by B2B’s for 2014 (82%); but as it seems, the focus remains on internally centred and not customer centric.

McKinsey study on B2B brand communication

I am thus wondering if the stated success metrics and effectiveness rating of B2B content marketing programs are in line with customer perceptions or if B2B’s are still largely trapped in using gut feeling or sales as an overall measure of success. Contrasting both studies on that aspect, I have my ongoing doubts.

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