Relevant Content Big B2B Challenge: A study by HiveFire reveals that over a quarter (26%) of B2B marketers cite delivering new content on a regular basis to be their biggest challenge. Those who are able to develop and employ a content marketing strategy see notable improvements in a company’s placement in search results and perception as industry thought leaders. Other findings include:
• Nearly half (44%) do not have any corporate or industry blog, and of those that do, only 10% publish new content.
• 36% of those without a blog say they are not viewed as thought leaders in their industry.
• Though many don’t blog 70% of respondents have incorporated some kind of social media tools into their B2B marketing strategy; for this, LinkedIn and Twitter are more commonly used than Facebook.
• Of those B2B companies that show up in search results almost all or most of the time, over 60% have some kind of blog plan and 75% say visitors come to their sites for content.
Source: HiveFire
â–¶ Social Threats Overwhelm CCOs: According to the annual Rising CCO III survey conducted by executive search firm Spencer Stuart and Weber Shandwick, 34% of global chief communications officers said their companies experienced a social media based reputation threat in the past 12 months. But 33% said they are not prepared to manage these types of threats. Other findings include:
• 54% of participants cited new/social media experience among the most important qualifications for tomorrow’s communicators.
• CCOs expect social media/blogging to be the fastest-growing function in communications departments in the next 12 months, having risen from 28% in 2008 to 41% in 2010.
• Crisis/issue management has also grown as an important skill for future communicators. It is almost twice as important now, rising from 33% in 2007 to 61%.
• Competitive intelligence/risk assessment has become less of a priority in communication departments for the next 12 months. Only 9% of CCOs selected it as an important communications resource planned for the next 12 months, while 22% reported it as an important resource in the 2008 survey.
• Emphasis on environmental responsibility fell from 11% in 2008 to 4% in 2010 as a critical area.
• Media favorability rose as a barometer of communications success, from 75% in 2007 and 74% in 2008 to 84% in 2010.
Source: Weber Shandwick/Spencer Stuart
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