2013 B2B Content Marketing Benchmarks, Budgets and Trends

The Content Marketing Institute (CMI) and MarketingProfs have published their third annual research results: The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America - the report finds that content marketing remains a top priority for marketers going into 2013 with 9 out of 10 marketers using content marketing.   On average, B2B content marketers are using 12 tactics — a significant increase over the average number of tactics used in each of the past two years (8 tactics), though they are still unclear about how effective they are, with marketers continuing to consider in-person events to be the most effective tactic (at 67 percent).  This year, 87 percent of marketers are using social media to distribute content, as compared to the rate of 74 percent that was reported last year, with LinkedIn the favourite channel.  On average, B2B marketers are spending 33 percent of their marketing budgets on content marketing, which is up from 26 percent last year. Moreover, the majority (54 percent) say they will increase their content marketing spending in the next 12 months.  The biggest challenge cited in the report is producing enough content.  

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