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.
For purposes of the research, the survey defined content marketing as follows: "Content marketing/custom media (sometimes called custom publishing, custom content, or branded content) is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers."
Below, an overview of findings from B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends in five key areas: usage and effectiveness; goals and measurement; budgets and production; challenges; and practices of the "best in class."