{"id":234,"date":"2024-06-19T23:50:40","date_gmt":"2024-06-19T23:50:40","guid":{"rendered":"https:\/\/www.yellowfalconmedia.com\/blog\/2024\/06\/19\/content-b2b-content-marketing-trends-and-benchmarks-for-2012-marketingprofs-com\/"},"modified":"2024-06-19T23:50:40","modified_gmt":"2024-06-19T23:50:40","slug":"content-b2b-content-marketing-trends-and-benchmarks-for-2012-marketingprofs-com","status":"publish","type":"post","link":"https:\/\/www.yellowfalconmedia.com\/blog\/2024\/06\/19\/content-b2b-content-marketing-trends-and-benchmarks-for-2012-marketingprofs-com\/","title":{"rendered":"Content – B2B Content Marketing: Trends and Benchmarks for 2012 – MarketingProfs.com"},"content":{"rendered":"

Content marketing is gaining in popularity: 83.5% of B2B marketers surveyed say they are stepping up their content marketing production over the next 12 months, up from the 71% who said so a year earlier, according to <\/a>a report by Holger Schulze for Optify<\/a>.
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Some 15.0% of surveyed B2B marketers expect content volume to stay flat in 2012, and only 1.5% are expecting a decrease.
Below, additional findings from the 2012 B2B Content Marketing Trends Survey, based on a poll of 740 members of the B2B Technology Marketing Community on LinkedIn. Almost one-half of respondents work for high-tech (24%) or software (22%) companies, and more than one-half of those surveyed are from companies with fewer than 100 employees.
Content Marketing Goals<\/strong>
B2B marketers use content marketing to achieve a variety of marketing goals and cite the following as their top 3:
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Top Content Tactics<\/strong>
B2B marketers also use a wide variety of content marketing tactics to achieve their goals.
The most popular content tactics are case studies (62%), whitepapers and e-books (61%), press releases (58%), newsletters (55%), and blogging (51%).
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By contrast, fewer B2B marketers are using tactics such as advertorials (11%), community threading (12%), and virtual events (18%).
Effectiveness of Content Tactics<\/strong>
Case studies, in addition to being the most popular content tactic, seem the most effective (78%). Whitepapers rank second in effectiveness (73%), followed by in-person events (72%).
The least effective content formats are advertorials (18%), community threading (20%), and virtual events (31%).
Graphics are gaining in effectiveness: 43% of B2B marketers cite graphic content as the most effective content format, up from 28% in 2011.
Ingredients of Great Content<\/strong>
Among B2B marketers, successful content starts with engaging and compelling storytelling (81.5%), originality (52.6%), and customized content (49.2%), followed by well-edited copy (38.5%) and professional writing (38.3%):
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Social Channels<\/strong>
Not surprisingly, LinkedIn is the most popular social media<\/a> platform among B2B marketers, at 85%, followed by Twitter (70%), Facebook (54%), and YouTube (53%). (The LinkedIn number is likely skewed considering the majority of survey respondents came from the B2B Technology Marketing Community on LinkedIn).
Other key findings:
About the data:<\/em><\/strong> Findings from the 2012 B2B Content Marketing Trends Survey is based on a poll of 740 members of the B2B Technology Marketing Community on LinkedIn. The report was authored by Holger Schulze for Optify. Almost one-half of respondents work for high-tech (24%) or software (22%) companies, and the remaining work in other B2B companies. Most respondents hold senior-level marketing positions, and more than one-half are from companies with fewer than 100 employees. Other report sponsors were IDG Enterprise, NetProspex, Maximizer Software, and Solution Publishing.
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B2B Content Marketing: Trends and Benchmarks for 2012<\/em><\/span><\/strong>
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Content marketing is gaining in popularity: 83.5% of B2B marketers surveyed say they are stepping up their content marketing production over the next 12 months, up from the 71% who said so a year earlier, according to a report by Holger Schulze for Optify.Some 15.0% of surveyed B2B marketers expect content…<\/p>\n","protected":false},"author":1,"featured_media":235,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-234","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts\/234","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/comments?post=234"}],"version-history":[{"count":0,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/posts\/234\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/media\/235"}],"wp:attachment":[{"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/media?parent=234"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/categories?post=234"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.yellowfalconmedia.com\/blog\/wp-json\/wp\/v2\/tags?post=234"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}