Since search engine optimization is critical for many B2B companies to drive traffic to their sites, content marketing is important to boost this objective. Around 90 percent of B2B website traffic is from organic search results, Econsultancy said. As Google continues to change its algorithm to put greater emphasis on quality rather than quantity, marketers will need to produce content to achieve better search results.
While social media use was also expected to pick up in 2014, there’s little doubt content will be king with the high number of marketers employing this tactic. But the survey found some organizations were still struggling to fully utilize content marketing. B2B marketers reported not having enough time, attempting to produce enough content and creating engaging and thought-provoking content.