B2B Content Marketing Statistics

Posted by Thu,Dec 13, 2012 @ 10:00 AM

 

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

View Original Article

Tags: B2B Internet Marketing, Content Marketing

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