B2B Content Marketers Spend 82% of their Time Creating Content

Casted, the first amplified marketing platform and only audio and video podcast solution designed of enterprise marketers, announced the findings from its new industry report, revealing changing trends in B2B content marketing. The full report, The State of the Content Marketer Report, provides insight into the biggest pain points for modern content marketers, identifying their tactics, tools and current strategies, and uncovering opportunities for growth and innovations.

“Content marketers have one of the hardest jobs. Their role is constantly evolving, forcing them to keep up with impossible demands and expectation for engaging audiences with the right message – especially as the digital landscape continues to be the driving source of information, said Lindsay Tjepkema, CEO and Co-Founder of Casted.

“As a content marketer, creating content is just half of the job. Ensuring the content is used to its full potential is the other, and that part is where just over half of content marketers fall short. Content marketers are short on time to do their job and lack the proper resources to execute an amplified marketing strategy. By amplifying marketing efforts and repurposing rich, creative content, marketers can make the most of their time, effort, and money – all while bringing the focus back to their audiences’s needs.”

Nearly a third of B2B buyer’s time is spent searching and researching content they find online to inform and support their buying decisions. Marketers are investing in content to meet these needs, and Casted’s data shows insights from more than 100 B2B content marketers, noting content marketing efforts, performance, tools and more.

Key insights from the report include:

B2B content marketers report spending an average of 33 hours creating content weekly. Content creation takes the most time yet is only one of a content marketer’s responsibilities.

Video and podcast content is underrepresented in strategies. Only 32% of content marketers are utilizing podcasts as an effective channel and less than half of marketers are repurposing existing assets – for example, videos or webinar clips – and leveraging them elsewhere, such as email and/or social media.

Content marketers are using between four and five platforms on average to execute their marketing strategies.

In terms of channel breakdown, virtually all content marketers create social media messages, emails/newsletters, and blog posts. More than half (61%) also develop videos and webinars, while fewer create whitepapers (47%), and only a handful produce audiograms or audio clips (4%).

Casted Introduced Video Podcasting

Casted, the first and only podcast platform made for B2B marketers, announced Casted Video Podcasting, a new product within the Casted platform designed to add, manage, amplify, and measure podcast videos in the same manner as an audio-only podcast.

In 2020, people used video and audio more than ever to connect with their audience. Many brands already record their podcasts as videos, but only some of them are uploading those videos to YouTube, or creating clips to use on social media, or identifying ways to use those videos across other marketing channels. And, unfortunately, the majority of these brands aren’t using the video elements of their podcasts at all. This is wasted value.

“Podcasts allow brands to connect with their audiences in a rich, authentic way. Listening-in on a conversation – hearing another human’s voice – establishes a relationship between the audience member and the host, which translates to trust and affinity for the brand they represent,” said Lindsay Tjepkema, CEO of Casted. “Now, with video podcasting, the Casted platform allows brands to create even more personal experiences for their audiences by giving them the option to connect visually, too.”

There are conversations best suited for audio. Others are made richer or more valuable with video. And both carry more impact when supported with supplemental text and opportunities to consume it all in smaller pieces. Marketers that deliver all of these options to their audiences drive greater results and deeper connections, as they allow audiences to consume content according to their personal preferences. These deeper connections increase an audience’s propensity to buy from a brand, as well as brand loyalty and affinity.

With Casted’s new video podcasting capabilities, customers have access to:

  • Updated landing pages with video players
  • Updated embed players for video
  • Videograms
  • Adding/managing video
  • Video analytics

“As we look to expand our podcasting efforts with the launch of our new season, our sights are set on adding video podcasting into our strategy,” said Rebecca Abram, CSEP, Senior Global Conferences Manager, at Auth0. “With Casted’s video podcasting capabilities, we’re able to leverage our content across more platforms to cater to everyone’s preferences. Our audience is going to feel more connected to Auth0 than ever.”