B2B Marketing News: Enterprise Content Marketing Study, Google’s New Ads Features, LinkedIn’s Spark Event, & Instagram’s Expanded Creator Tags

Here’s What B2B Marketers Want Out of Their Content Efforts
91 percent of B2B marketers view creating brand awareness as the primary purpose of content marketing efforts, according to recently-released survey data of interest to digital marketers. The study also showed that 85 percent viewed generating demand and leads as a top purpose of content marketing, while 81 percent pointed to building trust and brand credibility. MarketingCharts

[bctt tweet=”“Building brand awareness fills up the top of your funnel by making sure that relevant people know about your brand. One of the best ways to do so is by creating and distributing valuable thought leadership content.” — @AfiyaAddison” username=”toprank”]

Instagram Launches Updated Creator Tags to Provide More Credit for Content Contributors
Meta-owned Instagram has rolled out new tagging features that will allow digital marketers to better indicate the influencers and creators involved in the creation of content shared on the platform, offering new exposure opportunities for content that has been created by multiple professionals, Instagram recently announced. Social Media Today

66% of brands spent more on creator marketing in past year
52 percent of brands have grown their creator marketing teams over the past year, with 66 percent spending more on influencer and creator-driven efforts — two of several findings of interest to B2B marketers contained in newly-released survey data. Marketing Dive

1 in 3 B2B Companies Are Using Manual Processes to Move Sales and Marketing Data Across Tools
87 percent of B2B sales and marketing leaders have said that they use more than one software tool to work with customer and lead information, while 34 percent noted that they use an all-in-one solution, according to recently-released survey data. MarketingCharts

LinkedIn Publishes New Digital Magazine for Sales Professionals
Microsoft-owned LinkedIn (client) has released its latest edition of The Pitch magazine for sales professionals, featuring an array of strategic marketing tips for utilizing the professional social platform, along with thought leader interviews and reports of interest to B2B marketers. Social Media Today

Google Ads Has A New Way To Measure Offline Leads
Search giant Google has rolled out a new Enhanced Conversions for Leads tool, which expands its Google Ads functinality in several ways including tags with more measurement options, along with better offline transaction data, Google recently announced. Search Engine Journal

New Study Looks at How Static Ads Perform Against Video Ads on Pinterest [Infographic]
Video ads on the Pinterest social platform typically garner more reach, while static versions generally see greater qualitative traffic — two of several statistics of interest to digital marketers contained in newly-released report data. Social Media Today

That Facebook Protect Email Is Real: What You Need to Know
Meta-owned Facebook has required certain users with high follower counts to begin conducting all activity on the platform while using its Facebook Protect security feature, a change that was announced in a rare email from the firm, Facebook recently announced. PC Magazine

LinkedIn’s ‘Spark’ Conference for 2022 Will be Held Later This Month
LinkedIn will hold the latest virtual version of its Spark professional development event on March 15, offering an array of best practices from industry experts and high-profile guests including actor Ryan Reynolds, LinkedIn recently announced. Social Media Today

3 Ways Top Enterprise Content Marketers Do Things Differently [New Research]
75 percent of enterprise content marketers have said that LinkedIn produced the best results among social media platforms over the past year, followed by Facebook with 42 percent and Instagram with 32 percent — one of many statistics and findings of interest to B2B marketers contained in newly-released survey data. Content Marketing Institute

ON THE LIGHTER SIDE:

A lighthearted look at “business as unusual” by Marketoonist Tom Fishburne — Marketoonist

The Creation of the Arcade Game Centipede [Pioneering Woman In Tech] — IEEE Spectrum

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — Not all influencers are unethical, fake, or overpaid… Dear Mishu & friends tell it like it is. — Noam “N.G.” Gordon
• Lee Odden — Why Content Is Important for SEO — Search Engine Journal

Have you found your own top B2B marketing news for the week? Please don’t hesitate to drop us a line in the comments below.

Thanks for joining us for this week’s TopRank Marketing B2B marketing news, and we hope that you’ll come back next Friday for another selection of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.

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