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: 7

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: 7


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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6. martin   |   Sat Sep 13, 2014 @ 04:38AM

You could divide your market by what they do, how they behave and operate, and by their buying patterns. Just make sure you are absolutely clear about who your ideal customer is.

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