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