4 Key Insights from the 2024 State of B2B Content Marketing

If you’re a B2B marketer, you’ve likely seen the challenges around content marketing grow more complex every year.

Here’s a harsh reality: 65% of content marketing assets go unused.

Think about that. You’re investing time, budget, and resources into content that doesn’t even see the light of day. 

And yet, businesses still struggle to align their content with what potential customers actually want to consume.

And what do customers want?

89% of buyers say that receiving relevant content during each stage of the buying process is critical.

When content is tailored to meet specific targets, it has the power to engage your audience, build trust, and ultimately drive conversions.

Unfortunately, many content marketers find themselves grappling with the same hurdles: creating the right content, creating it consistently, and making sure it stands out from the competition.

In fact, over half of all B2B marketing teams now outsource at least one content marketing activity, recognising that they can’t do it all alone.

But that’s not all. According to Forrester, 70-90% of the buyer’s journey is completed before a customer even engages with a vendor.

So, your content isn’t just important—it’s essential to guiding potential customers through their entire buying process.

In this article, we’ll break down the findings of the latest report on B2B content marketing.

We’ll highlight the most important insights and where outsourcing can play a critical role in your strategy.

Contents:

• The Current State of B2B Content Marketing in 2024
• Four Key Recommendations for Content Marketing Success
• Key Challenges for B2B Content Marketers in 2024
• Effective Content Formats and Channels for 2024
• Download the Full Report for In-Depth Insights

The Current State of B2B Content Marketing in 2024

B2B content marketing continues to face growing challenges, especially in lead generation and content strategy.

The State of B2B Content Report for Growth Marketing sheds light on some key areas where businesses are struggling:

• Lead quality issues have increased significantly, with 40% of companies now citing this as a top challenge, up from 30% in 2017.
• Only 22% of companies report that they excel at generating high-quality leads. This indicates a major gap in aligning content marketing efforts with audience needs.
• Content maturity is becoming a critical factor in improving lead generation and ROI. Companies with more mature content strategies see better results across the board.

In short, the findings reveal that while companies are creating content, many struggle to connect it with the right audience or drive meaningful results.

This is why focusing on content marketing maturity is essential to improve both lead quality and overall effectiveness.

Content Marketing Maturity and Its Impact on ROI

A key takeaway from the report is that content marketing maturity is a driving force behind improved results.

Companies that invest in refining their content marketing plans see a notable improvement in ROI and lead generation outcomes.

Here’s why:

• Strategic content planning: Mature content strategies are rooted in data and analytics, helping businesses better target potential customers and increase conversion rates.
• Data-driven decisions: Companies that measure success with detailed analytics see higher ROI, as they continuously refine their content to meet audience expectations.
• ROI improvement: By focusing on content maturity and investing in planning, businesses can transform their content marketing effectiveness and drive sustained traffic growth.

The conclusion is clear—content strategy and planning aren’t just boxes to tick.

They’re the foundation for long-term growth and effective marketing.

Four Key Recommendations for Enhancing B2B Content Marketing

The report identifies four actionable insights for improving content marketing and tackling lead generation challenges.

These recommendations are crucial for B2B marketers looking to increase content marketing effectiveness and drive business growth.

Here’s a breakdown of what you need to focus on to boost your content marketing strategies in 2024.

1. Show the C-Suite the Money

Getting the right budget for your content marketing initiatives can make all the difference, but it starts with convincing senior leadership.

The report emphasises that companies most successful in lead generation put content marketing responsibility in the hands of senior stakeholders—like the CMO or Head of Demand Generation.

Why It Matters:

• Leaders speak the right language: These senior roles are better equipped to communicate the value of content marketing ROI in terms that matter to executives—like revenue growth and cost efficiency.
• Budget allocation drives growth: Securing the right budget for content initiatives is crucial for sustaining growth. Without buy-in from the C-suite, your content marketing efforts are likely to stall.

Action Tip: Present data on how effective content marketing aligns with business goals, demonstrating direct impact on revenue and ROI to secure budget from senior management.

2. Focus on Results, Not Algorithms

Too many marketers fall into the trap of creating content to please algorithms rather than focusing on what actually works.

Companies that excel in lead generation are almost three times more likely to rate their ability to measure costs and ROI as excellent.

Why It Matters:

• Data over guesswork: Decisions about content should be based on content measurement and analytics, not guesswork or trends. This ensures your content delivers meaningful results and contributes to lead generation.
• Results-focused strategies improve effectiveness: The companies that prioritise measuring their content efforts are the ones improving lead quality and quantity.

Action Tip: Regularly track content performance metrics, using detailed analytics to adjust your strategies. Focus on refining what works and dropping what doesn’t.

3. Understand Your Audience and Buying Cycle

The old approach of aligning content around the sales cycle is no longer enough.

With less direct contact with customers, you need to know what’s important to them and tailor content accordingly.

Why It Matters:

• Customers control the journey: Today, customers are doing much of their own research before engaging with vendors. You need to be present at every stage of their journey, delivering content that answers their questions and addresses their needs.
• Sales and marketing alignment: Close collaboration between your sales team and marketing ensures that content is relevant and effective. Feedback from sales helps marketers develop content that speaks to the right pain points at the right time.

Action Tip: Work with your sales team to create content that supports every stage of the buyer journey. Tailor your messaging to align with the questions and concerns customers are asking at each touchpoint.

4. Embrace Independent Research for Credibility

Building trust is a key issue in B2B marketing, and the report suggests that using independent research and co-branded content can significantly boost credibility.

Just as B2C marketers use influencers, B2B marketers can benefit from partnering with research firms to create content that resonates with their audience.

Why It Matters:

• Co-branded content boosts trust: Commissioning independent, co-branded content builds authority and positions your brand as a thought leader in the industry. Lead generation leaders are more likely to use co-branded content, and they find it more effective than content created internally.
• Thought leadership matters: When your content is backed by credible third-party research, it helps establish trust with potential customers, making them more likely to engage with your brand.

Action Tip: Partner with an industry research firm to produce white papers, case studies, or ebooks that showcase your expertise alongside a trusted third party.

This will help you stand out and build trust with potential customers.

A Key Strategy for B2B Content Marketers in 2024

With 76% of companies now outsourcing at least some of their content creation, outsourcing has become a key strategy for managing high-quality content production.

Given the challenges around scalability and consistency, outsourcing offers a solution that helps businesses keep up with demand without sacrificing quality.

Why It’s Important:

• Scalability: Outsourcing allows businesses to scale their content efforts efficiently. It’s hard to meet the growing demand for content internally, especially when dealing with multiple buyer personas and complex sales funnels.
• Maintaining quality: Outsourcing to subject matter experts or specialised content agencies ensures that the content produced is not only scalable but also relevant and high-quality.

Benefits of Outsourcing:

• Consistency: Outsourcing helps companies consistently produce content for different stages of the funnel without overwhelming internal teams.
• Expertise: External providers often bring fresh perspectives and expertise, particularly in niche areas where internal knowledge may be lacking.

Identify areas in your content production where your team struggles and consider outsourcing those tasks. Whether it’s blog writing, ebooks, or infographics, outsourcing can improve both the quality and output of your content.

Effective Content Formats and Channels for 2024

The report shows that certain content formats are consistently driving results for B2B marketers, with in-person events, video, and webinars leading the charge.

These formats continue to engage potential customers at a deeper level and convert more effectively than others.

The Key Takeaway:

• Face-to-face interaction matters: In-person events create memorable experiences, making it easier to develop genuine connections with potential customers.
• Engagement through visuals: Video and webinar formats bring ideas to life, keeping the audience engaged and driving higher conversion rates.
• Mixing content types works best: Combining written and multimedia content allows you to cover all your bases and keep your prospects interested, no matter where they are in the buying process.

Incorporate video content and live webinars into your marketing mix if you haven’t already. These formats are particularly effective at driving engagement and converting high-quality leads.

Most Effective Channels for Lead Generation

The report highlights that email and paid search continue to dominate as the top-performing lead generation channels. 

These channels have remained consistent in their ability to drive high-quality leads, even as social platforms like LinkedIn and Meta have seen declining performance.

Why This Matters for Your Business:

• Email marketing: Still one of the most direct ways to reach potential customers, especially when you have well-segmented lists. Personalised email campaigns tailored to specific audiences can significantly boost conversion rates.
• Paid search: Paid search allows businesses to target users who are actively seeking solutions, which often results in more qualified leads. Google Ads remains a reliable source for driving traffic with intent.

Declining Performance of Social Platforms

LinkedIn and Meta (Facebook, Instagram) have seen a decline in lead generation performance since 2021. The report suggests that organic reach on these platforms has decreased, requiring higher ad spend to maintain effectiveness.

Channel effectiveness is always shifting. Focus on high-performing channels, but stay flexible.

Regularly assess results and reallocate resources as needed. If performance drops, shift to more effective channels. 

Adaptability is crucial for success.

Download the Full Report for In-Depth Insights

To gain a competitive edge, you need actionable strategies that go beyond the basics. 

The State of B2B Content for Growth Marketing offers a detailed look into the tactics top-performing companies use to drive lead generation success and elevate their content marketing efforts.

Here’s why you should download the full report:

• Comprehensive insights: Understand the biggest challenges B2B marketers face today, from lead quality to content maturity.
• Actionable strategies: Learn how to improve your content marketing effectiveness with proven recommendations for growth.
• Future trends: Stay ahead by understanding key trends like outsourcing, co-branded content, and evolving customer journeys.
• Lead generation tips: Discover how successful businesses optimise their content to attract higher-quality leads.
• Best practices: Get expert guidance on balancing content formats and channels for maximum impact.
• Budgeting advice: Learn how to secure buy-in from senior leadership and allocate your marketing budget more effectively.

Don’t miss the opportunity to transform your B2B content marketing strategy.