The recent report from the Content Marketing Institute (CMI) and MarketingProfs, The 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America, provides some interesting insights. I’d recommend you read the article and review the slideshare presentation to find out what B2B marketers in North America are doing. However, here are a couple of things that jumped out at me:
- LinkedIn is now used by more people than twitter to distribute content
- More people are using digital magazines than print publications
- In-person events are viewed as the most effective tactic (so much for the death of trade shows!)
- About 1/3 of budgets are allocated to content marketing
Not surprisingly the biggest challenge for content marketing is producing the content itself. As an agency we’ve know that creating great content is a critical element of great campaigns, and are working with clients to help them overcome the creation barrier and produce fabulous materials that will inspire and engage potential customers.