Ninety-one percent of the respondents to the 2013 survey indicated that they use content marketing as part of their B2B communications efforts. Twenty-six different types of B2B content tactics were identified. With the exception of print magazines, content usage among the remaining tactics has grown. Social Media was identified as the most popular tactic. The number of different tactics used varied by company size. Small organizations used eleven different tactics while larger companies (identified as having 10,000 or more employees) utilized eighteen tactics. Seventy percent of respondents engage with web video marketing. Fifty-eight percent noted that B2B video communications is an effective tactic.
B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America Read more: http://www.marketingprofs.com/charts/2012/9184/2013-b2b-content-marketing-benchmarks-budgets-and-trends#ixzz2AFZ9kmba
Since social media naturally lends itself to content marketing, it is not a surprised that this was identified as the top tactic. From a social marketing perspective, the five most popular venues, in order of popularity, for distributing content were:
Not surprising considering the role that visual content plays in content marketing, 25 percent of respondents have a presence on Pinterest.
B2B marketers are using content marketing to build brand awareness, increase customer acquisition and develop sales leads. Campaign effectiveness is based on traffic to an organization’s website and the quality of generated sales leads.
Insourcing and outsourcing play a role in B2B content creation. The number of marketers creating in-house content grew 18 points over the 2011 survey. Larger organizations are more apt to work with external resources, but fewer are outsourcing compared to previous years. Yet content creation was identified as a challenge – 64 percent are concerned with creating enough content to fuel the pipeline.