Uberflip Says Content Marketing is Growing: 91 Percent of B2B Marketers Are Doing It

Ninety-one percent of B2B marketers are focusing their resources on content marketing initiatives and as a result, companies are increasing their budgets for blogging, whitepapers, videos, webinars and other types of content marketing campaigns, according to a new infographic on the state of B2B content marketing in 2013 from Uberflip.

“It’s no secret that content marketing has become widely popular in 2013. However, there isn’t a lot of research on how B2B brands are implementing and measuring the impact of these tactics,” said Neil Bhapkar, Uberflip VP of marketing. “Companies are increasing their budgets for blogging, whitepapers, videos, webinars and other types of content marketing campaigns; but it’s important to look back to see what’s actually working and learn about common challenges and find ways to address them.”

Uberflip’s infographic explores how B2B brands are leveraging these tactics, including common objectives, promotion tools, metrics and reported results. Data sources for the infographic include the Content Marketing Institute, Forrester, IDG Enterprise and eMarketer.

Here are a few of the key highlights:

  • 68 percent of CMOs will increase their budget for content marketing in 2013, according to the CMO Council.
  • 87 percent of marketers listed social media as their favorite content marketing tool, followed by website articles at 83 percent and eNewsletters at 78 percent, according to CMI.
  • 94 percent of brands create content from scratch, according to IDG Enterprise.
  • Young social networks such as Pinterest, Instagram and Tumblr are growing as content distribution tools, according to CMI.
  • 82 percent of companies use content marketing to engage customers and prospects.
  • 55 percent of companies use content marketing to drive sales.
  • 44 percent of companies use content marketing to educate the market.
  • 43 percent of companies use content marketing to build thought leadership.
  • 43 percent of companies use content marketing to increase web traffic.
  • 19 percent of companies use content marketing for SEO.
  • And two percent of companies use content marketing to stay up to date with competitors.

G2Market Inside Track: Content marketing is not just for consumer-focused sites – far from it. But B2B content marketers have a more challenging task to execute than do most of their B2C counterparts: convincing senior management that it is an essential core strategy and not a part-time, low-priority activity. These are all great tactics to use when reaching out to a B2B audience, but don’t forget to sell your content marketing value proposition to the C-suite too. Top-down support is critical if you want to gain the necessary resources to maximize the impact of these efforts.

(For additional information contact: Uberflip, 416-900-3830, www.uberflip.com.)

- Susan Aluise
Sr. Editor, G2Market