B2B marketers are spending more, using more tactics, and distributing their content on more social networks than they have in years past, according to the findings of the latest content marketing study from MarketingProfs and the Content Marketing Institute.
However, there is also more uncertainty, the study found: B2B marketers are more uncertain whether they are using various content marketing tactics effectively.
Some highlights from "B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America":
- On average, B2B content marketers are spending 33% of their marketing budgets on content marketing, up from 26% last year; also, 54% plan to increase content marketing spending next year.
- All content tactics are being used more frequently than they were last year, with the use of research reports, videos, and mobile content having increased the most.
- On average, B2B content marketers are using five social distribution channels; the most popular of those channels is LinkedIn, whereas Twitter had been the most popular the previous two years.
Importantly, B2B content marketers this year are most challenged with producing enough content, which is different from previous findings, when the top challenge was producing engaging content.
Below, additional findings from the CMI and MarketingProfs study, "B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America."
B2B Content Marketing Tactics
Social media, being used by 87% of B2B content marketers, is now the most popular content marketing tactic, having knocked "articles on your website" out of the top spot.