MarketingProfs recently conducted a study to see what companies that market to other companies are up to when using content as a marketing tool.
Some highlights from the “B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends—North America” study:
- On average, B2B content marketers are spending 33% of their marketing budgets on content marketing, up from 26% last year; also, 54% plan to increase content marketing spending next year.
- All content tactics are being used more frequently than they were last year, with the use of research reports, videos, and mobile content having increased the most.
- On average, B2B content marketers are using five social distribution channels; the most popular of those channels is LinkedIn, whereas Twitter had been the most popular the previous two years.
Importantly, B2B content marketers this year are most challenged with producing enough content, which is different from previous findings, when the top challenge was producing engaging content.
Here’s an infographic summarising the findings.