'B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends' Study Released

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9 in 10 B2B organizations market with content; increase in blog, white paper, and video use, decrease in social media (based on research published by MarketingProfs and Content Marketing Institute)

B2B Content Marketing Usage (by tactic)

B2B Content Marketing Usage (by tactic)

60% [of B2B marketers] plan to increase spend on content marketing over the next 12 months

In 2011, content marketing has gained incredible momentum, fueling discussions around the Web, at events, and in boardrooms. But how well are B2B marketers achieving their content-marketing goals? And how much has changed in the past year?

To answer those questions, MarketingProfs (http://mprofs.com/home) and the Content Marketing Institute (http://www.contentmarketinginstitute.com/) surveyed 1,092 marketers in August in what is the second annual content marketing survey the two organizations have conducted together.

The resulting report, "B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends," (http://mprofs.com/b2bcm12) provides a detailed look at many aspects of content marketing, including the tactics used, social media considerations, goals, measurements, budgets, outsourcing, and challenges.

The report also presents the practices of self-described "best in class" content marketers.

This current survey uncovered some unexpected changes between this year and last, but it wasn't surprising that content marketing still ranks high up in B2B marketers' list of priorities.

Just as in the 2010 study (http://mprofs.com/cmrsrch10), 9 in 10 organizations—regardless of company size or industry—reported that they market with content. Moreover, to achieve desired results...

  •     On average, B2B marketers employ eight different content marketing tactics to achieve their marketing goals.
  •     60% plan to increase spend on content marketing over the next 12 months.
  •     Marketers, on average, spend over a quarter of their marketing budget on content marketing.

Although many marketers have been using content marketing tactics, they have been uncertain about the effectiveness of those tactics. This year, even though that confidence gap has shrunk, there is still room for improvement, the study found.

For purposes of the research, the survey defined content marketing as follows: "Content marketing/custom media (sometimes called custom publishing, custom content, or branded content) is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers."

Those interested may freely access a full copy of "B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends" (http://mprofs.com/b2bcm12).

The following two charts from the report are available for use by journalists and bloggers:

1.    B2B Content Marketing Tactic Use (http://mprofs.com/cmtacticuse)
2.    Biggest Content Marketing Challenges (http://mprofs.com/cmchallenges)

About MarketingProfs
MarketingProfs (http://mprofs.com/home) helps the smartest marketers worldwide turn even the toughest marketing challenges into success stories. More than 400,000 members rely on its free daily publications, virtual conferences, online seminars and short webcasts, in-depth how-to reports, research, interactive planning tools, online courses, and in-person events (and more!) for actionable know-how designed to make marketers both smarter and more effective. Basic membership is free.

About Content Marketing Institute
The Content Marketing Institute (CMI) (http://www.contentmarketinginstitute.com/) teaches marketers how to own their media channels instead of having to rent them through advertising. We do this through events like Content Marketing World, media properties like Chief Content Officer magazine, and strategic consulting and research for some of the best known brands in the world.

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Vahe Habeshian, Director of Publications
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