Just as we have seen in the previous two years, content marketing remains a top priority for marketers going into 2013: 9 out of 10 marketers are using content marketing. This year, on average, B2B content marketers are using 12 tactics — a significant increase over the average number of tactics used in each of the past two years (8 tactics). The use of all tactics has risen across the board, with one exception — print magazines have stayed the same, at 31 percent.
Even though marketers are using more tactics, they are still unclear about how effective they are — a trend that is similar to what we saw last year. This year, 87 percent of marketers are using social media to distribute content, as compared to the rate of 74 percent that was reported last year. On average, B2B marketers are spending 33 percent of their marketing budgets on content marketing, which is up from 26 percent last year. This year we are seeing a shift in B2B marketers’ use of in-house teams for content creation, with only 44 percent of companies reporting that they outsource these efforts.
This year, we asked marketers to indicate any challenges they had with content marketing, and then select one as their greatest challenge.
Read the entire report to see the profile of a best-in-class B2B content marketer and learn more about what goals and measurements they are using. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE!
It would be interesting to dig a little deeper and find out which of these channels are producing results for business.
It’s understanding about present content marketing going on and then B2B Companies using Content Marketing present. Personally for me – it would be interesting to figure out why companies tend to outsource content creation less as compared with the previous years. Now the greatest challenge for marketers is produce enough content – and still fewer tend to outsource content creation. I agree with your idea here, Joe – the content that we see is shifting from mass posts to in-depth, focused pieces. In addition to customization, the growth in the number of outlets that enterprises are using to distribute content demands an increase in the volume of said content. I needed a favor from you, I was working on a research project to measure the effectiveness of content marketing in India. Could you help clarify what survey respondents meant when they cited “Social media, other than blogs” as a content *tactic*?
We don’t have the data broken out this way, but is there a specific question on which you would like to see this breakout? The reason I suggest breaking those out is that I suspect that quite a few people in the industry fill out such surveys because they want early access to the results. The way marketing departments choose their technologies and engage their audience is being redefined by mobile channels. In the B2B Mobile world, 78% of companies allow employees to bring in their own devices, while 50% of the C-Suite will use a tablet by 2013. MORE ABOUT BRANDONAfter being physically and mentally disabled by a brain tumor, Brandon overcame the odds to regain his health to help his pregnant wife in her fight against stage 3 breast cancer. Overall, B2B content marketing is seen as an increasingly effective strategy: More than 82% of survey respondents are planning to increase their content production over the next 12 months.
YouTube is gaining popularity as a social media platform to reach and engage B2B audiences.
Customer testimonials and case studies are considered the most effective B2B content tactics by survey respondents. Whitepapers suffered the biggest drop in perceived effectiveness from last year's survey—moving down from second place to sixth.
85% of respondents consider LinkedIn an effective social media network for reaching and engaging B2B audiences.
Only 39% say Facebook is an effective platform for delivering B2B content, down from 54% last year.


55% of respondents say their top challenge is finding enough time and bandwidth to create content. 39% of B2B marketers don't use marketing automation at all—significantly down from 57% last year.
About the research: The report was based on a June 2013 survey of 815 members of the B2B Technology Marketing Community on LinkedIn. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources!
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. Marketers are seizing every opportunity to increase their visibility using every possible media. Brian Solis shares why great products, creative marketing, and delightful customer service are no longer enough to win customers. Presented by: Paul ChaneyIn just 10 minutes, we'll share six practical tips that will help you tap into your online community to grow your business and benefit your customers.
In this 22-page guide, you'll learn how to identify the key hires to get your team started, what traits and skills to look for in your key hires, how to manage freelancers, and much more!
Through eight simple to follow, well-defined steps, SmartTools: Email Campaign Planner will help you establish an effective email marketing program to gather and convert leads. Presented by: Mark Lerner In just 10 minutes, you'll learn three simple steps to source quality influencer video and use it to impact your bottom line in a meaningful and measurable way. MarketingProfs uses singlesign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. A recent study of over 1400 B2B marketers showed what tactics they are planning to use to generate more content in 2013. The biggest B2B content marketing challenge sited by survey respondents was creating enough content to generate results.
If you need help with your plan or execution of content marketing, contact New Incite today. The survey, 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, was conducted by MarketingProfs and the Content Marketing Institute. Strategic marketing consulting, implementation, and results measurement services for (B2B) technology, manufacturing and green companies.
The Content Marketing Institute (CMI) and MarketingProfs are excited to publish our third annual research results: The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, sponsored by Brightcove. Unlike last year, where articles reigned supreme, social media (excluding blogs) was reported to be the most popular content marketing tactic, with an adoption rate of 87 percent.
Research reports, videos, mobile content, and virtual conferences are some of the tactics that have seen the biggest increases in adoption rates.
As you can see in the chart below, marketers continue to consider in-person events to be the most effective tactic (at 67 percent).
Unlike last year, however, LinkedIn is the channel that now has the highest adoption rate, beating out last year’s leader, Twitter. Moreover, the majority (54 percent) say they will increase their content marketing spending in the next 12 months. As you will see, producing enough content is now the biggest challenge across B2B marketers, at 64 percent, as compared to producing the kind of content that engages, which was the top challenge reported in last year’s study. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Some times it is challenging to manage several social media sites without a consolidated platform.
The trend that prospective clients we talk to now is to automate how their content is grabbed from their CMS, blog, etc. All of these are just tools – each company should use the right tool for the job, I constantly preach, but few listen because their rose colored glasses are strapped on tight!
These are folks who work from home, so their personal and business lives merge quite easily.


I’m not surprised that Linkedin has beat Twitter this year, for the best site to share organic content. If everyone is producing more and more content, it becomes increasingly difficult to say something unique that will attract new prospects.
I have recently started working on Content Marketing and your work has been very helpful to me. As you point out, the effective content marketers are using as many as 6-7 social media channels for distribution and amplification of their content (which might be tactics such as whitepapers, videos, etc). We will be publishing a few additional reports that look at the data based on a few verticals and company size if helpful. Over 60% of business executives are comfortable making purchases via a mobile device as more than 53% of them make use of their mobile devices to gather product information before making purchases.
There will be an integration of mobile devices in multiple levels of the marketing chain used for the following. The development of tablet optimized websites will be triggered by the growth of tablet sales.
There will be an increase integration of mobile marketing initiatives into CRMs and marketing automation systems like Salesforce and hub spot.
Software developers will assist the marketers build more technology that will convert mobile traffic into leads. Gaille is one of the top business bloggers in the world, and he has founded several multi-million dollar companies. The community has 35,000+ members from a broad range of countries, industries, and employers. Infographics, licensed syndicated content, mobile applications and gamification are new tactics – they were not even on the 2012 list.
As I mentioned in my previous post about this, please note that the Content Marketing Institute is a collective of consulting and service firms that make money from content marketing. I’ve noticed when I share an article on Linkedin the response is much greater than when I share it on Twitter.
Is this because it’s difficult to scale content creation when outsourcing and still get the result in-house marketing department wants? We’re already seeing more clients stuck between the rock of high expectations for insight in posts and the hard place of limited internal resources.
So does content marketing become primarily a took for deepening relationships that already exist rather than for prospecting? Thus it seems that social media shouldn’t then be viewed as a distinct content tactic, unless something is meant other than channel distribution. It is relatively easy to convert one piece of content into dozens of others by repurposing it for different audiences and channels. Zij bewezen met kop en schouders boven iedereen uit te steken en een unieke marketingstrategie te hebben. I wonder if this new distinction is because marketers are responding to the 2012 Google Panda and Penguin algorithm changes? This is a fairly new enhancement we have introduced and one that is garnering a ton of interest. It’s all about knowing where your audience is and adapting your content appropriately. Ingrid Archer zal hier tijdens deze dag meer aandacht aan besteden in haar presentatie over de toekomst van B2B Marketing.
I am pretty sure race diversity studied millennial quality; maybe not gender equality,Always has been!




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