2012 was a huge year for the content marketing space, and
2013 is likely to follow suit. A growing marketing tactic in both popularity
and success, content marketing is being employed by marketers and organizations
across every industry and vertical. In fact, according to our second annual B2B Marketing Survey, 87 percent of
the 450 marketing professional participants utilized content marketing in 2012.
While its use continues to increase, we’re consequently seeing a decrease in
the use of traditional marketing tactics, like print, radio and TV advertising.
As more marketers recognize the value of content marketing and see the
correlation between its use and achieving their overall marketing objectives,
we expect to see continued growth.
as B2B marketers are working with tight budgets and limited staff, the use of
tactics that don’t cause a strain on these resources will surge. Rather than
creating all the content themselves, many marketers are turning to content
curation. Defined as the finding, organizing and sharing of online content,
content curation is emerging as one of the more popular forms of content
to the survey, 57 percent of respondents are currently using content curation,
given its ability to further a marketer’s overall content marketing strategy
while not taking considerable time or budget. The results can be seen in our infographic below, detailing
what marketers viewed as their most important marketing objectives, tactics
employed, challenges faced, and more details on content curation itself.
full survey findings, please downloaded the report here.