CLEVELAND, Feb. 3, 2011, /PRNewswire/ -- A report by the Content Marketing Institute reveals that 78% of agricultural marketers are using content marketing, which is lower than the 88% adoption across all industries. This group has a noticeably different content mix than the overall sample of B2B marketers, focusing on non-digital channels.
More than any other industry, agricultural marketers rely on print media. They are the largest users of both print magazines (69% of agricultural marketers use versus 42% overall) and print newsletters (56% versus 25% overall). They also widely use articles and in-person events.
Not only does this group use more traditional content marketing initiatives, but they also consider these tactics more effective. For instance, when compared to the average B2B marketer, agricultural marketers consider:
- Print magazines to be 27% more effective
- Print newsletters to be 20% more effective
- In-person events to be 11% more effective
"Even though agricultural marketers are adopting content marketing at lower rates, they believe they are more effective at what they have chosen to invest in," says Michele Linn, Content Development Director of the Content Marketing Institute. "In addition, they have a higher level of executive buy-in for content marketing than most of their peers, which could explain why they are having success."
"The majority of agriculture organizations' sales (80%) comes from existing customers, and they focus heavily on customer retention" says Joe Pulizzi, Founder of the Content Marketing Institute and co-author of Get Content Get Customers. "Because they are marketing to a set group of individuals, they can better target the content creation – probably a reason behind the higher effectiveness ratings."
The B2B Content Marketing 2010: Agricultural Industry Report represents the experiences of 100 agricultural firms, mainly in the large- and mid-size business category. This report is a subset of the Junta42 and MarketingProfs B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report, based on surveys of over 1,100 B2B North American marketers.
Download the report at the Content Marketing Institute.
About Content Marketing Institute
Content Marketing Institute is the leading content marketing resource on the planet. The CMI group includes the Junta42 content agency matching tool, Chief Content Officer magazine and Content Marketing World, the premier international content marketing event.
SOURCE Content Marketing Institute