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'BtoB' study: Content marketing adoption surges

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New York—The adoption of content marketing is surging among b-to-b marketers, according to a new study by BtoB. The study, “Content Marketing: Ready for Prime Time,” found 34% of marketers are “very” or “fully” engaged with content marketing this year, up from 18% last year. In addition, 66% of marketers project they will be “very” or “fully” committed to content marketing in 2013, according to the study, which was based on an online survey of 440 b-to-b marketing professionals conducted in April and May. Content marketing's key strengths include its capacity to improve engagement with important audiences (cited by 56% of survey respondents); enhance the “trust factor” for companies (47%); achieve faster, more relevant touch points in the market (33%); and improve search engine optimization scores (23%). Marketers view content marketing as having its most significant impact on lead generation, cited by 51% of respondents, followed by brand awareness (38%), thought leadership (34%) and sales (29%). For further information and to download the study, visit www.btobonline.com/contentresearch.
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