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B2B Marketing News: Marketers Prevent World War III, Podcasts Are Booming, The State of Influencer Marketing

B2B Content Types Bar Graph

What types of content would B2B marketers create with more resources? Research from Parse.ly reports that two-thirds of the marketers surveyed say they have created more content over the past year and 48% of respondents say they would like to produce a little more content than they currently create. Top formats include videos, infographics, ebooks, reports, white papers, events/webinars, case studies, email newsletters, social media posts and blog posts. . MarketingCharts

The Client: Ukraine. The Brief: Prevent World War III. A group of agency professionals and freelancers from Ukraine’s creative industry has issued a weighty brief to the global creative community: help prevent a third world war. AdWeek

Podcast listening has grown 200% in the last five years. Audio, be it podcasts or music, resonates and builds trust in a way that other media—traditional, social or digital—does not. Here are three key areas of growth for audio advertising in 2022 that impact the tech industry. AdWeek

The Next Big Digital Marketing Trends in 2022. To help marketers and digital leaders navigate this new landscape, Digital Marketing Institute interviewed leading industry experts on their podcast to identify key trends in 2022. This comprehensive overview of six key sectors will help you understand developments coming down the line so you can build them into your digital marketing activities. Digital Marketing Institute

LinkedIn Launches a Podcast Network. In the initial pilot listeners will have access on LinkedIn to programming and conversations from industry leading creators such as Morra Aarons-Mele, Jonathan Fields, and Mita Mallick and Dee C. Marshall, as well as shows created in-house by LinkedIn News. – LinkedIn

The State of Influencer Marketing 2022: Benchmark Report. This new report takes an in-depth look at the influencer marketing industry and summarizes the thoughts of more than 2000 marketing agencies, brands, and other relevant professionals regarding the current state of influencer marketing. Influencer Marketing Hub

3 Ways Top Enterprise Content Marketers Do Things Differently [New Research]. CMI’s newly released Enterprise Content Marketing Benchmarks, Budgets, and Trends: Insights for 2022 sponsored by Imagination reveals those clues for marketers at companies with at least 1,000 employees. In this research, top performers are defined as those who say they consider their organization’s content marketing extremely or very successful. Content Marketing Institute

Twitter is Working on a New Podcast Tab to Facilitate Discovery and Engagement. Twitter is about to make a big leap into podcast discovery, which will likely enable podcasters to create direct links to their podcasts in the app, similar to how they’re now able to create active links to their newsletters, enabled by Twitter’s acquisition of Revue last year. Social Media Today

“Whether B2B or B2C, I believe passionately that good marketing essentials are the same. We all are emotional beings looking for relevance, context and connection.” — Beth Comstock

The Juice Launches Creator Pages Highlighting Marketers Behind B2B Brands. The Juice, a business-to-business (B2B) content discovery and distribution platform, is releasing Creator Pages. After launching in the fall and growing the platform to over 400 B2B brands, The Juice is now announcing a unique space for creators and thought leaders, starting with 20 individual, world-class B2B marketers. MarTechSeries

MarketingProfs Launches a New B2B Marketing Training Report for 2022. Only 1 in 5 B2B Marketers FeelsVery Prepared for Their Future in Marketing and only 31% feel their team is very effective in their roles. A third feel burned out. And two-thirds are seeking new job opportunities. Over 700 marketers and marketing leaders shared how they feel about their roles, their teams, their training and education opportunities, their career goals and more. MarketingProfs

Fewer people, more ROI: Why smaller, hybrid events are best. Splash surveyed 270 event professionals and more than 3,000 event attendees from various industries in the US in late 2020, and found that smaller, in-person events are the best attended. SmartBrief

If you’ve come across B2B marketing news stories we should know about, please don’t hesitate to share in the comments below.

Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news. We hope you’ll return again next Friday for another collection of the most relevant research and newsworthy information about the B2B and digital marketing industry. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily B2B marketing updates.

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