Content marketing spending, usage surges
Cleveland—Content marketing is now responsible for 26% of the total b-to-b marketing budget and that proportion should increase in 2012, according to a study by the Content Marketing Institute.
According to CMI's “2012 B2B Content Marketing Benchmarks, Budgets and Trends,” 60% of marketers plan to increase their content marketing budgets next year, compared with 51% that responded similarly in a study conducted last year. The most popular content marketing tactics include articles (79%), nonblogging social media (74%), blogs (65%) and e-newsletters (63%), with case studies, videos and white papers also popular.
CMI's study was based on an online survey in August of 1,092 marketers.