Savvy Toolkit - B2B Content Marketing: 2012 Benchmarks, Budgets and Trends

Savvy Toolkit - B2B Content Marketing: 2012 Benchmarks, Budgets and Trends
Michele Linn - Tue Dec 06, 2011 @ 11:44AM
Comments: 9

This week, the Content Marketing Institute (CMI) and MarketingProfs released B2B Content Marketing: 2012 Budgets, Benchmarks and Trends (Stephanie and I were two of the authors, so we had an up-close-and-personal look at the data). If you are a B2B marketer, definitely check out the report. 

This is the second annual report, and we found that content marketing remains a top priority for marketers in 2012. Many of the statistics and results are consistent with what we saw last year:

  • 9 out of 10 organizations market with content marketing.
  • On average, B2B marketers employ eight different content marketing tactics to achieve their goals.
  • Marketers, on average, spend over a quarter of their marketing budget on content marketing (see the full budget breakdowns in the report).

But, there are some things that have changed:

  • Blogging, white papers and videos are three tactics that are use much more frequently.
  • Every social media channel is seeing increased adoption, often by 15-20%. 
  • Marketers are feeling more confident in how they are using every tactic. 
  • Content marketing spend is increasing. 60% of respondents plan to increase their spend. 
  • More marketers are outsourcing content creation than in the previous year (62% vs 55%).

Check out the detailed report to see how marketers are using content marketing this year. 

Comments: 9


1. Richard Bellikoff  |  my website   |   Tue Dec 06, 2011 @ 05:58PM

That last bullet-point statistic, about more marketers outsourcing content creation, is encouraging for those of us who are independent outsourcees, otherwise known as freelance content creators.

I may just quote that stat in some of my pitches to potential clients (to be delivered in the style of the late Andy Rooney): Did you know that 62% of marketers are outsourcing . . .

2. Stephanie Tilton  |  my website   |   Wed Dec 07, 2011 @ 06:32AM

Richard, I think you should make a short video Andy Rooney-style and send us the link ; )

3. Lucinda Brook  |  my website   |   Thu Dec 15, 2011 @ 07:21AM

I think one of the most encouraging figures is with regard to video - seems to be increasing across the board. Nice to see some movement away from just the written word - as lovely as that may be. The figure that bothers me is that 90% of B2B marketers are active content marketers. Surely (with all due respect) there must be some self-delusion going on here as there's an awful lot of sales material re-badged as 'content' and therefore 'content marketing' - still an education gap I fear. It'd be interesting to see the survey go into more depth about exactly what they take #content marketing to be. For example - how open they are, at what stage they gate content etc etc. Some thoughts here:

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