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CONTENT NEWS: 93% of B2B marketers use content marketing

A whopping 93 per cent of B2B marketers in the US use content marketing, according to new research carried out by Brightcove .

Some 30 per cent of the total B2B marketing budgets are allocated to content marketing. Plus, 58 per cent plan to increase this budget over the next year.

Furthermore, 73 per cent of marketers are producing more content than last year and 43 per cent are more effective at content marketing than they were this time last year.

The survey also revealed 35 per cent of B2B marketers are more effective at producing engaging content than last year. In order produce successful inbound marketing campaigns, 86 per cent said they have someone who oversees the content strategy, while 66 per cent have document content strategy

Meanwhile, B2B marketers use an average of six social media platforms. LinkedIn is the most popular B2B social network (91 per cent), Twitter second (85 per cent) and Facebook third (81 per cent).

However, markters still face many challenges when it comes to content. The primary challenge was listed as lack of time (69 per cent), followed by producing enough content (55 per cent) and thirdly producing engaging content (47 per cent).

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