2013 B2B Content Marketing Benchmarks, Budgets and Trends

Posted by Paladin on December 04, 2012

This year, on average, B2B content marketers are using 12 tactics — a significant increase over the average number of tactics used in each of the past two years (8 tactics). Unlike last year, where articles reigned supreme, social media (excluding blogs) was reported to be the most popular content marketing tactic, with an adoption rate of 87 percent.

The use of all tactics has risen across the board, with one exception — print magazines have stayed the same, at 31 percent. Research reports, videos, mobile content, and virtual conferences are some of the tactics that have seen the biggest increases in adoption rates.

Even though marketers are using more tactics, they are still unclear about how effective they are — a trend that is similar to what we saw last year. On average, B2B marketers are spending 33 percent of their marketing budgets on content marketing, which is up from 26 percent last year. Moreover, the majority (54 percent) say they will increase their content marketing spending in the next 12 months.

What do you think of these findings? Do you agree with them? Do you see anything surprising?

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