Content Marketing Institute and Marketing Profs’ released their annual B2B Content Marketing: 2012 Budgets, Benchmarks and Trends report, which shows some interesting trends in how the content marketing field is evolving. While not much as changed in terms of businesses using content marketing (like in last year’s report, 9 out of still 10 do so), there are signs of more investment and increased adoption of creation and distribution tactics.
Some key highlights:
- Spending is expected to increase for 2012, with 60% of marketers intending to increase content marketing spending, compared to only 51% last year.
- There is more emphasis on creating content that is entirely ownable and has pass-along potential — blogs and videos both saw a 27% increase in adoption year over year.
- Social media outlets are a popular tactic used to distribute content and are increasing in adoption. YouTube (47%), LinkedIn (39%) and Twitter (35%) saw the largest increase of adoption.
- Marketers are becoming more confident in content marketing strategies. Tactics such as blogs (45% increase) and videos (36% increase) saw a rise in perceived effectiveness since the last report.