Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Content marketing spending, usage surges

Published on .

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.
Most Popular
In this article: