B2B marketers are moving away from traditional marketing tactics toward online content marketing: 82% now use content marketing in their programs, making it more popular than search marketing (70%), events (68%), and public relations (64%), according to a report by HiveFire.
Among surveyed B2B marketers, content marketing is more than two times more popular than advertising (print, TV, or radio) (32%).
Below, additional findings from HiveFire's B2B Marketing Trends 2011 Report based on a survey of 365 B2B marketers.
Objectives With Content Marketing
Among B2B marketers, the top two objectives of content marketing programs are engaging customers and prospects (82%) and driving sales (55%).
Nearly one-half of marketers are focused on educating the marketplace (44%) and increasing Web traffic (43%).
56% of B2B marketers are now using a content curation strategy (relying on some content from other sources), up 17% from the adoption level reported six months earlier.
Moerover, among those now using content curation, 74% say the program is successfully driving results.