A Scenic Tour of the Online World

2012 Content Marketing Survey

Tuesday, July 3rd, 2012

According to CMI and MarketingProfs B2B Content Marketing: 2012 Benchmarks Budgets and Trends survey, nine of 10 B2B marketers are using content marketing and posting articles tops the list of preferred tactics. That is followed  closely by social media, blogs and email newsletters. Case studies and live events are also popular. (I don’t want to be unduly negative, but if that’s accurate, there are a lot of content marketers doing a downright ugly job.)

The report also notes that content marketing is consistent across industries with all industries surveyed reporting at least 70% adoption.

The big challenges for most marketers are:

  • Reconciling confidence in the value of their content marketing programs with ways to demonstrate and quantify effectiveness and impact.
  • Producing great content.

The report, though already 6 months old, is worth a read – and even a re-read if you read it when it first came out.

Of particular interest: Self-identified “Best In Class” marketers allocate more of their budget to content marketing (31% vs. 18%) and are 50% more likely to consider buying cycle stages in tailoring their content. 

To me, that’s the most telling info:

There’s a threshold you have to reach (in terms of the resources you’re devoting to content marketing) in order for your content marketing efforts to be rewarded.

And tailoring content to your audience, including where they are in the buying cycle, is another key determinant of content marketing success.

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