Digital Marketing Researches & Reports

The Future of B2B Content Report, 2019 | WalkerSands Communication

Digital Marketing | Global

Content marketing continues to be one of the hottest marketing topics. B2B marketers are increasingly using content marketing tactics to better engage B2B buyers and educate, inform, entertain and guide them along their customer journey. The growing demand for content puts pressure on B2B companies to publish regularly. But without strategic planning and development, the flurry of activity can amount to wasted effort. Effective content marketing for B2B companies is not solely about regular distribution; it’s about quality content that demonstrates deep knowledge, fresh ideas, and valuable insights.

The Key Findings of The “Future of B2B Content, 2019” Report:

  • 98% of surveyed B2B marketers reported that they believe content performs well enough to justify its cost.
  • 69% of B2B marketers mentioned that they believe their target audiences will prefer video/ multimedia content over written content in the next 12 months.
  • 29% of surveyed B2B marketers said that their top goal of producing content is to boost sales and converting customers.
  • Content is relevant to target audiences is ranked as the main factor of the success of their organizations content programs in the next 12 months with a rate of 23%.
  • 65% of surveyed B2B marketers reported that website content is the top factor of attracting and engaging existing customers.
  • 63% of B2B marketers mentioned that social media is the main reason for attracting new customers.
  • The main reason that drives B2B organizations to gate content is to earn qualified leads with a rate of 62%.
B2B marketers who are very satisfied with various aspects of their organizations’ content 2019

A Graph Shows The B2B Marketers % Who Are Very Satisfied With Various Aspects of Their Organizations’ Content, 2019.

The Content of The “The Future of B2B Content, 2019” Report:

  • Welcome to the Future of B2B Content.
  • Key Findings.
  • Content Means Business.
  • The Future Is Video.
  • Gated Content.
  • External Partners.
  • Getting It Together.
  • In Summary.
  • Methodology.
  • Authors.

Number of Pages:

  • 36.


  • Free.


The Future of B2B Content 2019 report explores the needs, interests and future plans of 300 B2B marketers with active roles in their companies’ current content programs. The survey was conducted in January of 2019.

Walker Sands Communications

Walker Sands is a public relations and digital marketing agency for business-to-business technology companies. With an integrated approach to creative services, Walker Sands helps clients build brand awareness, enhance credibility and drive new business. Walker Sands is a six-time Inc. 5000 honoree and regular recipient of some of the industry’s most prestigious awards from organizations including Entrepreneur, Holmes Report and Hermes Creative.

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