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BtoB

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.
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