Research Shows B2B Marketers Increase Spending, Activity in Content Marketing
B2B marketers increase budgets, using more tactics and distributing
content on more social networks
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
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
B2B Content Marketing: 2013 Benchmarks, Budgets and Trends is the
third annual survey from the Content Marketing Institute and
MarketingProfs about content marketing in the business-to-business (B2B)
space to date. The research was sponsored by Brightcove. Over 1,400 B2B
marketers in North America from diverse industries and a wide range of
company sizes were surveyed in August 2012. The full report can be found
at the here.
About the Content Marketing Institute
Marketing Institute is the leading global content marketing
education and training organization. CMI teaches enterprise brands how
to attract and retain customers through compelling, multi-channel
storytelling. CMI's Content
Marketing World event is the largest content marketing-focused
event. CMI also produces the quarterly magazine Chief Content Officer,
and provides strategic consulting and content marketing research for
some of the best-known brands in the world. Get more content marketing
resources at http://www.ContentMarketingInstitute.com.
CMI is a division of Z Squared Media, a 2012 Inc. 500 company.
MarketingProfs is a professional
development resource that offers actionable know-how designed to make
you a smarter marketer. More than 423,000 MarketingProfs subscribers
rely on it to stay up-to-date on the most important trends in
marketing—from social media and content marketing to lead generation,
email marketing, and more. MarketingProfs delivers enhanced professional
development training via online seminars and short webcasts, in-depth
how-to reports, research, interactive planning tools, online courses,
and the premiere in-person event for B2B marketers, the B2B Forum.
Subscribe to our actionable daily newsletter at Marketingprofs.com.
Inc. (NASDAQ: BCOV), a leading global provider of cloud content
services, offers a family of products used to publish and distribute the
world's professional digital media. The company's products include Video
Cloud, the market-leading online video platform, App Cloud, a pioneering
content app platform, and Zencoder, a leading cloud-based media
processing service and HTML5 video player technology provider.
Brightcove has more than 4,650 customers in over 50 countries that rely
on Brightcove cloud content services to build and operate media
experiences across PCs, smartphones, tablets and connected TVs. For more
information, visit http://www.brightcove.com.
This press release may include forward-looking statements regarding
anticipated objectives, growth and/or expected product and service
developments or enhancements. Such forward-looking statements may be
identified by the use of the following words (among others): "believes,"
"expects," "may," "will," "plan," "should" or "anticipates," or
comparable words and their negatives. These forward-looking statements
are not guarantees but are subject to risks and uncertainties that could
cause actual results to differ materially from the expectations
contained in these statements. For a discussion of such risks and
uncertainties, see "Risk Factors" in the Company's filings with the
Securities and Exchange Commission, including its most recent quarterly
report on Form 10-Q. Brightcove assumes no obligation to update any
forward-looking statements contained in this press release in the event
of changing circumstances or otherwise, and such statements are current
only as of the date they are made.
Content Marketing Institute
Cathy McPhillips, 216-941-5842
Group for Brightcove
Erika Shaffer, 206-972-5514
Source: Brightcove Inc.
News Provided by Acquire Media
Close window | Back to top