BtoB

CMI study finds marketers spend 33% of budgets on content marketing

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Cleveland—B-to-b marketers are now spending 33% of their total marketing budgets on content marketing—up from 26% last year—according to a new study by the Content Marketing Institute and MarketingProfs. The report, “2013 B2B Content Marketing Benchmarks, Budgets and Trends” was based on an online survey in August of more than 1,400 North American b-to-b marketers. It found that 54% planned to increase their content marketing budgets over the next 12 months. The top channels for content marketing are: social media (cited by 87% of respondents), website articles (83%), e-newsletters (78%), blogs (77%), case studies (71%) and videos (70%). Marketers said their biggest challenges with content marketing are producing enough content (cited by 29% of respondents), producing engaging content (18%) and lack of budgets (14%).
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