Content Marketing Still Top Priority in 2012

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By Jason Knapfel

Researchers at the Content Marketing Institute (CMI) did a study last year on business-to-business content marketing. They repeated their methods this year and found that content marketing is still a top priority in the marketing world.

Here’s what CMI has found to be consistent over the last couple years:

– Ninety percent of organizations market with content.

– Marketers spend an average of more than 25 percent of their marketing budget on content marketing.

– B2B marketers on average use eight different content marketing tactics, the top three being articles, social media marketing, and blogs.

– There has been a significant increase since last year in the following three content marketing tactics: blogs (up 27 percent), videos (up 27 percent), and white papers (up 19 percent).

According to the research, there is an increased confidence in how effective content marketing can be, which is enticing marketers to dedicate a greater chunk of their budget to content-driven marketing. On average, 60 percent of those who participated in the survey said they plan to increase their content marketing budgets over the next 12 months. That was up from 51 percent in the previous study.

Companies are also more willing to outsource their content marketing needs, according to the CMI survey. In the previous study, 55 percent of the respondents outsourced some or all of their content marketing work. This year it’s up to 62 percent.

In the report, CMI made a point of defining what they mean by content marketing: the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers.

Not all content is created equal. You need to create content that engages your audience and makes them want to share it with others. In fact, The biggest content marketing challenge for those in the survey (41 percent) is “producing the kind of content that engages prospects and customers.”

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