NEW! Marketing Strategy Master Class launches December 1. Learn more

Content marketing has become a critical element of B2B marketing strategies. And for good reason: It can help build brand, authority, and awareness. Not to mention leads.

A well planned content marketing strategy—incorporating whitepapers, blogs, social posts, infographics, videos, etc.—is critical for reaching and leaving an impact on your target audience. If done correctly.

What does "correctly" mean? Fully 90% of top-performing B2B content marketers put the audience's informational needs first (as opposed to focusing on salesy copy), according to the most recent B2B content marketing benchmark study from MarketingProfs and Content Marketing Institute.

How do content marketers get their content out to their audiences? The top 3 organic (free) content distribution channels B2B marketers use are social media (91%), their organization’s website/blog (89%), and email (87%).

Moreover, fully 84% of B2B marketers use paid distribution channels for content marketing purposes; among that group, 72% use paid social media/promoted posts.

Those stats are among the many more from the MarketingProfs and CMI research that are highlighted in the following infographic compiled by marketing technology company Grazitti Interactive:

Sign up for free to read the full article.

Oh, boy. The dreaded sign up form.

Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.


image of Vahe Habeshian

Vahe Habeshian is the director of publications at MarketingProfs and a longtime editor. Reach him via

LinkedIn: Vahe Habeshian

Twitter: @habesh