Nov 30, 2015

B2B Content Marketing’s 4 Big Ah-Ha Moments of 2015

Tony Treadway

Here at Creative Energy, we knew it would happen. The focus on delivering more content to both consumer and B2B targets is now producing diminishing returns. Is it true that our targets are being flooded with so much content that they are overwhelmed? Or, could it be that we are delivering the wrong content to produce engagement? I’m voting for the latter. Better, smarter content for engagement is at the heart of the issue.

A recent report that you can download titled The Content Marketing Paradox shares great information on the channel and some of the solutions that can improve your engagement rates.

Our recent social media content targeting consumers is achieving up to 10X normal engagement rates on social media because our team takes time to learn what content delivers the best ROI. Doing the same for B2B companies is equally important. After reading a TrackMaven post, I wanted to share some insights that should charge your batteries for better content and engagement strategies for your 2016:

  1. B2B Buyers Do Their Research—Some experts say that up to 90% of a buying decision is made among B2B decision makers before they contact their intended vendor. They are reading blogs, third-party testimonials and reviewing your case studies.
  2. B2B Companies That Blog Generate More Leads—According to Hubspot that number is as much as 67% more leads. Why do you think you are reading this blog? Yes, Creative Energy has picked up business opportunities we would have never captured through our own outreach efforts without having a blog.
  3. B2B Buyers Admit Content Has a Significant Impact—Up to 65% of B2B buyers contacted in a Demand Gen survey said that if your content is helpful, informative and easy to navigate, it will have a positive impact on their buying decision.
  4. LinkedIn Has the Best ROI in Social Media for B2B—Not a big surprise. It is used by 94% of B2B marketers according to the Content Marketing Institute. In fact, 10 of the most liked brands on LinkedIn are B2B brands.
Tony Treadway


President & CEO

Regarded in the advertising and PR industry as a top strategist, Tony is considered one of the most respected marketing minds in the business, especially in the $600 billion foodservice industry. As president, he leads Creative Energy in serving a variety of regional and national accounts in the textile, hardware, building materials, electronics, nuclear power and health care markets.