Content Spend Considerable in 2011—More in 2012

Content Usage Up: Content marketing is now responsible for 26% of total business-to-business marketing spending, according to data from a study conducted by Content Marketing Institute and MarketingProfs. In addition, 60% of marketers plan to increase content budgets in 2012, with nine out of 10 organizations surveyed indicating they currently use content marketing. The most popular content tactics include articles (79%), social media (excluding blogs) (74%), blogs (65%) and e-newsletters (63%). 

Other notable findings include:

  • On average, B2B marketers employ eight different content marketing tactics to achieve their marketing goals. 

  • Every major social media channel is seeing increased adoption, often by 15-20%. 

  • 62% of B2B marketers used a mix of in-sourced and outsourced content in 2011. In comparison, 55% of marketers used outsourcing in some capacity in 2010.

Source: Content Marketing Institute/MarketingProfs

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