Content marketing continues to be an integral strategy for B2B companies; however, objectives for content strategies are shifting toward thought leadership and educating the market, according to a survey from Curata.
Nearly 9 in 10 surveyed B2B marketing professionals (87%) say they use content marketing to achieve business goals, up from the 82% who said so in 2011, the survey found.
Other top channels in marketing strategies in 2012 are SEO (67%) and event marketing (60%), according to the study.
Meanwhile, the use of traditional marketing tactics such as print/TV/radio advertising continues to decrease, down 6 percentage points from 32% in 2011 to 26% in 2012.
Below, additional findings from Curata's second annual B2B Marketing Survey.
Content Marketing Objectives
Though engaging customers (81%) is still the top objective for most content marketing strategies, thought leadership and educating the market are becoming bigger priorities:
- 56% of B2B marketers cite thought leadership as a key objective of their content strategy, up from 43% in 2011.
- 47% cite educating the market as a content marketing objective, up from 44% a year earlier.
- 24% cite SEO as a key objective of their content strategy, up from 19% in 2011.