2012 Content Marketing Benchmarks, Budgets, and Trends
Some 9 in 10 B2B marketing organizations, regardless of company size or industry, say they've used content as a form of marketing in 2011 (that's the same proportion as in 2010), according to a study by the Content Marketing Institute and MarketingProfs.
Moreover, those marketers say they employ on average eight separate content marketing tactics to achieve their marketing goals.
Some 60% of the surveyed marketers say they plan to increase spend on content marketing over the next 12 months. On average, they now spend over a quarter of their marketing budget on content marketing, the study reports.
MarketingProfs and the Content Marketing Institute surveyed 1,092 marketers in August in what is the second annual content marketing survey the two organizations have conducted together.
The resulting report, "B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends," provides a detailed look at many aspects of content marketing, including the tactics used, social media considerations, goals, measurements, budgets, outsourcing, and challenges.
The report also presents the practices of self-described "best in class" content marketers.
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Hmm. Seems lots more marketers are catching on to a public relations strategy that's been around for many decades. Love it! The Content Marketing Usage list of activities above reads like a tactical list for a PR campaign plan. Now there's even an institute to study this alledgedly new phenomenon! Hopefully a side-effect of this marketing discovery will provide employment for PR writers and former journalists who understand what constitutes effective writing and audience interests.
For more on this go to: http://www.marketingprofs.com/articles/2010/3900/content-marketing-has-been...
For more on the Marketing/Public Relations connection go to:
http://www.amazon.com/Connecting-Mind-Voice-Business-Marketing/dp/1457506645
Terrific overview and captures many of the realities (content that isn't engaging, lack of senior management buy-in, etc.) that we are witnessing and experiencing with some of our clients. Agree with Ford's comments as well especially trusting seasoned writers (from PR or elsewhere) to produce quality content. Too many firms think that because Social Media is "free" that spending money on solid content is not worth it... penny wise, pound foolish.
Amazing! 41% find challenges in producing content that engages prospects/customers. Well, there is new technology out there that can help in the. Text Analytics tools can help you best target your audience with the purpose of high engagement. Find out more - http://www.textanalyticsnews.com/text-mining-conference/index.shtml