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Research Shows B2B Marketers Increase Spending, Activity In Content Marketing

A new study from the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove (NASDAQ: BCOV), shows that content marketing is becoming a core part of the B2B marketing process. Nine out of 10 organizations now market with content – regardless of company size or industry.

Most content tactics are being used more frequently, with B2B organizations using an average of 12 tactics. The most popular tactics are social media (excluding blogs) (87%), articles on a company’s website (83%), eNewsletters (78%) and blogs (77%). This is the first year where social media is used more frequently than articles.

“It’s amazing how much more content marketing B2B marketers are producing this year compared to last year,” says Joe Pulizzi, Executive Director of the Content Marketing Institute and co-author of Managing Content Marketing . “You can see marketer’s commitment by the increase in budget they are spending. On average, B2B marketers are spending 33% of the marketing budgets on content marketing, which is up from 26% last year. And, 54% plan on increasing content marketing spending next year.”

Social media usage is growing as well, with 87% of B2B marketers using social media to distribute content, up from 74% last year. On average, B2B marketers are using 5 channels to distribute content, with the most popular channels being LinkedIn (83%), Twitter (80%) and Facebook (80%).

“The results show that content marketing is now mainstream,” says Ann Handley, Chief Content Officer of MarketingProfs and co-author of Content Rules . “But even though more B2B marketers are leveraging content marketing, the majority are still struggling with measuring the effectiveness of their content marketing programs.”

“As the lines between traditional paid, earned and owned media continue to blur, more marketers are moving to visual storytelling formats like online events, video and infographics,” said Steve Rotter, Vice President of digital marketing solutions at Brightcove. “Of note, B2B marketers are investing more in online video, which rose 35% from last year. Now a full 7 in 10 B2B marketers create and distribute original videos online.”

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