Study shows popularity of content marketing in b-to-b

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Cambridge, Mass.—More than 80% of b-to-b marketers use content marketing, according to a report released by HiveFire Inc., a marketing technology company. The “B2B Marketing Trends 2011 Survey” found content marketing was more commonly used by b-to-b marketers than search (70%), events (68%) and public relations (64%). The survey also found that the top two objectives of content marketing programs are engagement (82%) and driving sales (55%). The study, which drew more than 365 respondents, was conducted online in August. It is available for download by clicking here.
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