The word on content? “More,” according to respondents of the Marketing Profs’ B2B Content Marketing: 2013 Benchmarks, Budgets and Trends—North America study. The study includes roughly 1,400 B2B marketers from various industries, and this year’s responses show some interesting trends.
B2B marketers are spending 33 percent more of their marketing budgets on content marketing, up from 26 percent last year, and 54 percent plan to increase spending for 2013. When you break down those who feel they are effective versus those who are the least effective, effective content marketers allocate 30 percent more in budget dollars (46 percent). Of that same group, 71 percent tailor their content to the profile of the decision maker they are targeting, and 39 percent find producing engaging content challenging. Forty-one percent of those least effective tailor their content and 70 percent find engaging content creation a challenge. Both groups, however, appear to have the buy-in of their company leadership and are set to increase their budgets next year by over 50 percent.
Social media is now the most popular content marketing tactic, edging articles out of the number-one spot. The most effective companies use 14 tactics and six social media platforms compared to the least effective that used eight tactics and three social media platforms. Use of all tactics has risen, with the exception of print magazines, which stayed the same.
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