Benchmarks for Content Marketing Performance by Channel

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“Are you making the most of your B2B content marketing efforts?” To truly excel, you need to understand the latest benchmarks and trends that shape the B2B landscape.

With a myriad of channels and formats available, pinpointing the most effective strategies can be daunting. Where should you focus your resources to achieve the highest ROI? What type of content resonates most with B2B buyers at each stage of their journey?

In this article, we’ll dive into key B2B content marketing benchmarks, exploring content preferences, the impact of video, the role of SEO, and social media channel trends, providing actionable insights to help you optimize your strategy and drive meaningful results.

What Types of Content Truly Resonate with B2B Buyers?

In the competitive B2B space, decision-makers are looking for efficient ways to gather insights that inform their next steps. To capture their attention, not only does your content need to be relevant, but its format must align with how they prefer to consume information. Striking the right balance between quick consumption and in-depth value can set your strategy apart in a field where engagement is everything.

• 65% of B2B buyers find short-form content, such as blog posts and infographics, the most engaging. Source
• During the decision-making process, 14% of B2B buyers consider video the most valuable content type. Source

Takeaway: Diversify with Purpose to Build Impact

B2B buyers value content that saves them time while offering actionable insights, with short-form formats like blog posts and infographics leading the way. However, the importance of video content in key decision-making moments cannot be overlooked. To optimize your content marketing strategy, focus on creating a balance—leveraging short-form content to generate leads and videos to nurture deeper trust during the buyer’s journey.

Pro Tip: Don’t stop at simply creating content; aim to personalize it by addressing your audience’s specific challenges or goals. Use analytics tools to determine which formats work best at different stages of the funnel and refine your approach to stay ahead of changing preferences.

Blogging: Building Credibility and Driving B2B Growth

In an era where trust and expertise are paramount in B2B relationships, blogging remains one of the most effective ways for businesses to establish authority and connect with their audience. Beyond generating leads, blogs provide a platform to educate, inform, and guide potential buyers through their decision-making journey. As content saturation rises, leveraging blogs to deliver unique insights and actionable value can set your brand apart.

• A striking 90% of content marketers make blogging a core element of their strategy. Source
• Companies that blog consistently report a 67% surge in monthly leads compared to those without a consistent blogging schedule. Source
• 80% of businesses prefer to research vendors through written content, showcasing the pivotal role blogs play in establishing trust during the B2B buying process. Source
• 52% of B2B marketers identify blogging as their top tactic for achieving success in content marketing. Source
• 59% of B2B marketers rank blogs as one of their most valuable marketing channels. Source

Takeaway: Blogging is More Than Just Content—It’s a Strategy for Influence

The data makes it clear: blogging is not just a nice-to-have; it’s a cornerstone of any robust B2B marketing strategy. But to achieve real impact, it’s not enough to publish content for the sake of consistency. Instead, focus on crafting blogs that serve as problem-solvers for your audience. Dive deep into industry trends, customer challenges, and actionable solutions to position your brand as a go-to resource in your niche. With the right approach, your blog can act as an ongoing conversation that nurtures trust and drives meaningful engagement.

Pro Tip: To elevate your blogging efforts, experiment with SEO-rich long-form content, case studies, and expert interviews that resonate with your audience’s specific needs. Regularly update older blogs with fresh data or insights to keep them relevant and drive sustained traffic while showcasing your commitment to staying ahead in your industry.

Video: The Powerhouse of B2B Content Strategies

As the digital landscape grows increasingly crowded, what sets a brand apart isn’t just what they say—it’s how they say it. Among the arsenal of content tools, video has claimed the top spot as a high-impact medium for B2B marketers, delivering not just engagement but also measurable ROI. Its ability to simplify complex concepts, build trust, and humanize brands makes it indispensable in today’s B2B marketing efforts.

• Video content has overtaken case studies as the most effective content format, with 58% of B2B marketers identifying it as their top-performing asset. Source
• Case studies/customer stories remain key players, with 53% of B2B marketers ranking them as highly effective. Source
• E-books/white papers and research reports also hold strategic value, with 45% of B2B marketers finding them impactful. Source
• Short articles/posts are still relevant and effective for 43% of marketers. Source
• 69% of B2B marketers planned to allocate part of their budget to video content marketing efforts. Source
• 45% of B2B marketers expect their overall content budgets to grow, with heavy investment anticipated in video (69%) and thought leadership (53%). Source
• 88% of B2B buyers consumed video content to research products or services in the past three months, emphasizing the medium’s dominance in decision-making. Source
• A staggering 90% of marketers using short-form video plan to maintain or increase their investment, acknowledging its unmatched potential for ROI. Source

It’s evident that video isn’t just another option in the content mix—it’s the cornerstone of a modern, successful B2B strategy. While formats like case studies and white papers remain essential for building authority, video’s versatility and ability to cater to today’s fast-paced, visually driven audiences deliver unparalleled impact. To stay competitive, marketers need not just more video but the right video—content that aligns with audience preferences and customer journeys.

Pro Tip: Go beyond simply creating videos—fine-tune your strategy by analyzing performance metrics like engagement rates and watch times. Explore formats like live webinars, product demos, and thought leadership interviews to craft a mix that balances education, authenticity, and entertainment. This multi-faceted approach ensures your video content resonates at every stage of the buyer’s journey. For businesses looking to elevate their entire digital strategy, incorporating videos alongside other full-service marketing efforts can create a cohesive and impactful presence that drives measurable results.

The Strategic Edge of Organic Search in B2B Marketing

For B2B marketers, organic search isn’t just a piece of the puzzle—it’s the foundation of a successful strategy. In a world where decision-makers are constantly seeking solutions and validating vendors online, a robust SEO presence ensures your brand gets seen at the right moment. Whether it’s influencing purchasing decisions or driving qualified leads, SEO remains unmatched in its ability to fuel sustainable business growth.

• 23% of B2B marketers identify organic search as the most effective channel for driving revenue. Source
• 70% of B2B marketers confirm that SEO outperforms PPC in generating sales. Source
• 96% of B2B marketers agree that SEO is either “very effective” or “somewhat effective.” Source
• 66% of B2B buyers turn to search engines for product research before making a purchase, far outpacing online ads (35%) and social media (23%). Source
• SEO is the top marketing tactic for 49% of B2B companies, surpassing organic social (43%), paid social (35%), and video marketing (21%). Source
• Website and SEO are tied with virtual events as the most effective lead-generation channels, with both cited by 45% of B2B marketers. Source

The takeaway here is clear: SEO isn’t just a tactic—it’s a non-negotiable component of B2B success. It delivers the dual benefits of visibility and revenue generation, while also aligning with the research-heavy buying journey of B2B customers. With organic search outperforming other channels in both usage and effectiveness, now is the time to ensure your SEO efforts are not only up to date but also a step ahead of competitors.

Pro Tip: SEO thrives on adaptability. Regularly audit your website’s performance, integrate long-tail keywords that reflect evolving buyer intent, and embrace tools like Google Search Console or SEMrush to uncover optimization opportunities. Prioritize creating high-value content that educates and informs—this positions your brand as an industry authority while boosting search rankings.

Shifting Social Media Priorities in B2B Marketing

The social media landscape for B2B marketers is moving faster than ever, with platforms rising and falling in popularity as companies adjust their strategies to stay relevant. This evolving dynamic reflects not just changes in user behavior, but also the growing need for brands to focus on engagement-driven platforms that align with their audience’s preferences. Understanding these shifts can help B2B businesses meet their customers where they already are—and where they’re headed next.

• 32% of B2B brands increased their YouTube presence, 31% increased Instagram use, and 22% grew their Facebook presence. Source
• 27% of B2B marketers plan to start leveraging YouTube for the first time. Source
• 19% of B2B marketers use TikTok, which is more than double the previous year. Source
• 32% of B2B marketers have decreased their use of X (formerly Twitter). Source
• 43% of B2B marketing teams leverage organic social, while 35% run paid social ads. Source

The takeaway? B2B social strategies are clearly moving towards visually engaging and community-driven platforms like YouTube, Instagram, and even TikTok—a platform that was once considered solely consumer-focused. Meanwhile, the downward trend in X (formerly Twitter) usage could signal a need to reevaluate content strategies for platforms that no longer serve key objectives. For marketers, the balance between organic and paid social efforts remains crucial, with nearly equal investment in both strategies.

Pro Tip: To future-proof your social media presence, don’t just chase trends—use data to guide your decisions. Lean into platforms gaining momentum with your specific audience, focus on creating high-quality content tailored to each channel’s format, and regularly test both organic and paid tactics to uncover what resonates most with your audience.

Why Unified Marketing Strategies are the Key to B2B Success

In the world of B2B marketing, where decision-making cycles are complex and stakeholders demand cohesive brand experiences, an integrated marketing strategy has become an essential approach—not just a nice-to-have. When teams and channels collaborate seamlessly, the result is a powerhouse of consistency, efficiency, and stronger customer engagement. Beyond simply “working together,” integration ensures every touchpoint reinforces the same message and builds trust throughout the buyer’s journey.

• Integrating your marketing team and channels can lead to a 31% increase in campaign efficiency. Source
• Campaigns that use an integrated approach see an average of 50% more return on investment (ROI). Source

When marketing silos are eliminated and teams align on a unified strategy, efficiency skyrockets and ROI follows suit. Customers experience a fluid and consistent journey, from the first ad click to the final decision, which fosters trust in the brand’s reliability. Implementing this level of coordination, however, takes proactive effort.

Pro Tip: Invest in marketing platforms that centralize data and communication, such as HubSpot, Marketo, or Salesforce. These tools make it easier for teams to share insights, measure performance, and deliver cohesive messaging across channels. To take your efforts a step further, regularly audit your campaigns to ensure alignment and adapt swiftly to market changes. For businesses navigating complex B2B landscapes, aligning these platforms with a robust B2B website strategy can further elevate performance, ensuring every digital touchpoint contributes to customer trust and engagement.

Leveraging Content and ROI Insights to Drive B2B Success

In the complex landscape of B2B marketing, understanding how buyers consume information and which channels deliver the greatest ROI is critical for achieving measurable success. Decision-makers are more strategic than ever, demanding content that not only educates but also justifies their investment of time and resources. By tapping into key trends in ROI and content consumption, marketers can fine-tune their strategies—and stay one step ahead of their competition.

• Email marketing continues to dominate, delivering one of the highest ROI rates, with SEO, mobile marketing, and content marketing following closely behind. Source
• Nearly 47% of B2B buyers consume a minimum of three to five pieces of content before they’re comfortable engaging with a salesperson, emphasizing the importance of consistent content creation. Source
• The most impactful content formats for B2B buyers are case studies, surveys, and research reports, as these formats provide actionable data and bolster confidence in decision-making. Source, Source
• Research reports, in particular, stand out, with 48% of B2B marketers reporting strong performance from this format in influencing prospects. Source, Source

These findings underscore the need for a content marketing strategy that emphasizes depth and value. An exceptional B2B strategy should not focus solely on producing high-performing content but must also consider how each piece fits into a broader, buyer-driven narrative. By understanding how buyers engage with content, marketers can craft a journey that resonates—from the initial touchpoint to final conversion.

Pro Tip: Use performance data to identify content formats that resonate most with your audience. Consider repurposing research reports into digestible formats like webinars or infographics to reach stakeholders at different stages of the funnel, maximizing the mileage of your most effective assets.

Conclusion

Benchmarks like these underscore the dynamic nature of B2B content marketing and the necessity of aligning strategies with proven performance metrics. From leveraging short-form blogs to capturing attention with compelling video content, the data points to one undeniable truth: success in B2B marketing lies in knowing your audience and delivering value at every touchpoint. Whether it’s through the power of SEO, the high ROI of email campaigns, or the rise of video as a dominant format, the opportunities for growth and engagement are abundant.

As B2B buyers consume multiple pieces of content before making decisions, marketers must adopt a multi-channel approach that balances innovation with data-backed practices. This means not only creating diverse content formats but also tailoring them to match where your audience is in their decision-making journey. Integrated marketing adds another layer of efficiency, ensuring every piece of content works cohesively to amplify your brand’s impact.

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