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.