In an age when prospects and clients want product and service information right here right now, B2B marketers have increasingly embraced content marketing to deliver it.

According to MarketingProfs' latest study, B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends, nine out of 10 B2B marketers are using content marketing to help grow their businesses.

Why, then, are some seeing terrific results while others are, well, lagging behind?

Survey authors Joe Pulizzi of the Content Marketing Institute and Ann Handley of MarketingProfs sought to answer that question. "A subset of respondents to our survey (40%) identified their own content marketing as 'effective' or 'very effective,'" they report. "We were interested in finding out whether this self-selected group differed in any meaningful way from their peers."

Based on their findings, here are three suggested ways to boost the impact of your B2B content marketing:

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