By Alan Coleman on 24 Apr 2013
It’s that time of the week again – infographic time! Our last infographic post focused on the measurement and analytics of content marketing. This week, we have decided to have a look at a few B2B content marketing infographics 1. Content Marketing in B2B We love this infographic from Marketing Profs. It is simple, yet powerful in communicating a really clear message: content marketing in the B2B sphere is a necessity. According to this infographic, 90% of B2B marketers already engage in content marketing – whether they know it or not. The three most common forms of content marketing are articles, social media posting and blogging. The most popular goal of content marketing is brand awareness. What we really like, however, is the summary of four questions that one needs to ask when embarking upon the content marketing journey: Why, What, Where and How. Not only that, but it suggests that, as a content marketer, you must ‘be the help you wish to receive’ and ‘be a thought leader.’ This is perhaps one of the best summaries of B2B content marketing we have come across. What do you think? 
2. The Contentious State of B2B Content Marketing This is another great infographic by Marketo. When I read this infographic first, my original thoughts were that it shed a negative light on content marketing and its effectiveness in a B2B context. The infographic starts by highlighting the face that only 36% of B2B content marketers see their content marketing efforts as being effective. There are a number of possible reasons highlighted for this, which we found very interesting. These include: budget, producing enough quality content and of course, our favourite, measurement. We strongly believe that with a robust measurement programme, these content marketers would actually see benefits above and beyond the obvious. What do you see as being your biggest B2B content marketing challenges?
3. The State of B2B Content Marketing This infographic from Uberflip on state of B2B content marketing was included in eConsultancy’s top 6 infographics blog post recently. The infographic complements what the first infographic says: 91% of B2B marketers are engaging in content marketing; furthermore, a large proportion of these plan to increase their marketing budgets in the next year. This infographics identifies lead generation as the greatest motivation for content marketing, while social media is the most widely used tactic. What is really interesting about this infographic is that it suggests that 94% of B2B content marketers say they create content from scratch, rather than repurpose third party content for distribution (like we are doing here). Of course, original content is great. But let’s be frank; creating original content takes time and creating original content every day of the week is impossible unless you have appointed content marketing staff…or if you spend your days twiddling your thumbs. Repurposing your content is a great way of delivering relevant information to your audience. In fact, our infographic posts are among our most popular. As long as you link back to any original content, we think repurposing content should be an integral part of any content marketing strategy.
Do you think repurposed content is useful? 
Hope you have enjoyed this fortnight’s content marketing infographics post. Next week, we will be debuting a similar PPC infographics post – something for you to look forward to! Finally, don’t forget to sign up for our monthly newsletter! Siobhan
