SOURCE: Junta42; MarketingProfs

2010 B2B Content Marketing Report

September 15, 2010 06:45 ET

Study Shows B2B Content Marketing Is Used by 9 out of 10 Marketers

Enthusiasm for Content Marketing Is High; However, Marketers Are Still Unsure About the Effectiveness of Individual Tactics, Distribution Channels, and Measurement Techniques

CLEVELAND, OH--(Marketwire - September 15, 2010) -  A new study from MarketingProfs and Junta42 reveals that nine out of ten B2B marketers are committing time, resources and budget to the discipline of content marketing.

In many cases, marketers are optimistic about the use of content marketing as part of their marketing efforts. On average:

  • B2B marketers employ eight different tactics to achieve their marketing goals. 
  • B2B marketers allocate approximately 26% of their total marketing budgets to content marketing initiatives.
  • 51% of B2B marketers plan to increase their spend in content marketing over the next 12 months.

Content marketing deployment is high across industries, with no single industry reporting below 78% adoption. However, there are marked differences in how different industries are using various content marketing tactics, with the computing/software industry reporting the highest level of adoption.

"We have known for some time that marketers can no longer get the attention of customers by touting the features and benefits of their companies' own products and services," says Ann Handley, Chief Marketing Officer of MarketingProfs and co-author of Content Rules. "Now marketers recognize that they must regularly offer educational or entertaining information to customers to be considered a trusted provider of a valuable solution."

The most popular tactics are social media (excluding blogs) (79%), articles (78%), in-person events (62%) and eNewsletters (61%).

While content marketing is widely used by marketers overall, there is uncertainty about effectiveness. Looking at all of the tactics marketers use, there is a large "confidence gap" in which marketers use tactics but are unsure of how effective they are.

"Even though the practice has been around for over 100 years, most marketers are brand new to content marketing," says Joe Pulizzi, Founder of Junta42 and the Content Marketing Institute and co-author of Get Content Get Customers. "It's encouraging to see marketers committing time and budget to transform their marketing departments into publishing departments, but more education and help is needed."

B2B Content Marketing: 2010 Benchmarks, Budgets and Trends represents the largest, most comprehensive survey about content marketing in the business-to-business (B2B) space to date. MarketingProfs and Junta42, with American Business Media and the Business Marketing Association, surveyed over 1,100 B2B North American marketers from diverse industries and a wide range of company sizes in May 2010. The full report can be found at MarketingProfs or the Content Marketing Institute, the sister site of Junta42.

About Junta42:
Junta42, the independent authority on content marketing, brings clients and vendors together through its custom publishing service, replacing the lengthy RFP process. Project posting is free and clients receive vendor information in less than 24 hours. Content projects include custom magazines, content microsites, blogs, white papers, eNewsletters and over 20 other custom content project categories.

About MarketingProfs:
MarketingProfs is a rich and trusted online publisher of actionable know-how to help business professionals worldwide market their products and services both smarter and better. Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business, by MarketingProfs' own Ann Handley along with C.C. Chapman, demystifies the idea of organizations as publishers. It streamlines the process of creating remarkable blogs, podcasts, webinars, ebooks, and other web content that will lure would-be customers to you. It is coming from Wiley in November 2010, and is available to pre-order now. 

Contact Information

  • Contact:
    Joe Pulizzi
    Junta42 | Content Marketing Institute
    Phone: 216-941-5842
    Email Contact

    Penny Fiederlein
    Phone: 866-557-9625
    Email Contact