CMI study investigates content strategies for B2B small-business marketers

But what comes first? As we all now that right now thanks to companies like Hubspot and logarithm changes from Google content marketing is the tactic du jour. It is having to be.

Which is why as Tequila Burt reports “57 percent of small B2B marketers plan to boost their content marketing budgets over the next 12 months, according to a study from the Content Marketing Institute.”

“B2B small-business marketers say their biggest content marketing challenge is producing enough content. Nearly 60 percent create content in-house only, so internal resources may be spread thin,” said Joe Pulizzi, founder of the Content Marketing Institute, in a statement. “Perhaps we’ll see these challenges change next year, as B2B small-business marketers allocate more budget to content marketing.”

According to CMI’s “B2B Small Business Content Marketing: 2013 Benchmarks, Budget, and Trends–North America,” 94 percent of small-business B2B marketers use content marketing, using on average 12 different tactics.

Even though most B2B small-business marketers chose in-person events as the most effective tactic, social media is used more often. The top three tactics are: Social media (86 percent), website articles (82 percent) and e-newsletters (81 percent). Case studies (62 percent) was the No. 2 most effective tactic cited by respondents, while blogs (60 percent) took the No. 3 spot.

Use of Facebook, LinkedIn and Twitter didn’t vary all that much. LinkedIn is used most, cited by 83 percent of respondents, followed closely by Twitter (81 percent) and Facebook (80 percent).

Despite the fact that a majority of B2B small-business marketers employ content marketing, only 5 percent rate their strategies as very effective. While Pulizzi stated that the top challenge for B2B small-business marketers is producing enough content (64 percent), they also struggle to create engaging content (54 percent) and to generate a variety of content (43 percent).

The report, produced by Content Marketing Institute and sponsored by Outbrain, polled 398 small business (10-99 employees) who were part of a larger, August 2012 survey of 1,416 North American B2B marketers representing diverse industries and a range of company sizes.

So is new marketing about having something engaging to say online and offline – no wait that’s marketing from the very beginning of the internet – we just didnt know it then 🙂


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