TAILIEUCHUNG - B2B Content Marketing: 2012 Benchmarks, Budgets & Trends

B2B Content Marketing: 2012 Benchmarks, Budgets and Trends is the second annual survey about content marketing in the business-to-business (B2B) space. We surveyed 1,092 marketers from diverse industries and a wide range of company sizes in August 2011. Last year, the results revealed content marketing is a well-established, core marketing strategy in the B2B marketplace. However, while many marketers were using these tactics, they were uncertain about their effectiveness. This year, even though the confidence gap is shrinking regarding content marketing, there is still more education that needs to be done. For purposes of the research, the survey defined content marketing as follows: “Content marketing/custom media. | B2B Content Marketing 2012 BENCHMARKS BUDGETS TRENDS Foreword Hello Fellow B2B Marketer In the past year content marketing has gained incredible momentum. As this topic gains mindshare it s fueling discussions around the web at events and in boardrooms. But just how well are B2B marketers achieving their goals when it comes to content marketing And how much has changed in the past year To answer these questions the Content Marketing Institute and MarketingProfs surveyed 1 092 marketers in August In this second annual survey we uncovered some interesting findings. While we saw some unexpected changes between this year and last we weren t surprised to see that content marketing still ranks highly in the list of priorities for B2B marketers. Just as in 2010 9 in 10 organizations market with content - regardless of company size or industry. And they are doing what it takes to bring about desired results On average B2B marketers employ eight different content marketing tactics to achieve their marketing goals. 60 report that they plan to increase their spend on content marketing over the next 12 months. Marketers on average spend over a quarter of their marketing budget on content marketing. However while marketers are committing time and budget to adopt the concepts and practices of content marketing it s clearly a tool they are getting accustomed to using. As a result they re still formulating strategies for how to best measure effectiveness. From all appearances marketers are headed in the right direction we see a significant improvement in the perceived effectiveness of the most popular content tactics. The good news is that with progress come even better results. 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 end of the report presents the practices of self-described best in

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