06.25.2013 Jack Barry
The Content Marketing Institute and MarketingProfs have produced the report, "B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends".
You can see a slideshow here:
Lee Odden on TopRank has pulled over a hundred salient statistics from the report. Here are some highlights.
Tactics
- B2B marketers use an average of 12 content marketing tactics
B2B Content Marketing Tactics in Use
- 87% of B2B content marketers use social media
- 38% of B2B content marketers use infographics
- 11% of B2B content marketers use games or gamification
B2B Content Marketing Tactics Usage Trends
- Use of video has risen from 52% in 2011 to 70% in 2012
- Use of mobile content has risen from 15% in 2011 to 33% in 2012
Most Effective Tactics
- 67% of B2B marketers rate in-person events as the most effective content marketing tactic
- 49% of B2B marketers rate social media effective or very effective as a content marketing tactic
Content Distribution and Promotion
- 87% of B2B marketers use social media to distribute content, up from 74% in 2011
- B2B marketers use an average of 5 social media sites to distribute content
Organizational Goals
- 79% of B2B marketers use content marketing to achieve brand awareness goals
- 43% of B2B marketers use content marketing to achieve sales goals
B2B Content Marketing Measurement
- 60% of B2B marketers use web traffic to measure effectiveness of content marketing
- 41% of B2B marketers use SEO ranking to measure effectiveness of content marketing
B2B Content Marketing Budgets
- 54% of B2B marketers will increase their spend on content marketing over the next 12 months
- 33% of B2B marketing budgets are now allocated to content marketing
Content Creation In-House and Outsourcing
- 56% of B2B marketers create content in-house exclusively, an increase of 18% over 2011
- 65% of large companies outsource content creation and 44% overall outsource B2B content creation