B2b Content Marketing
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CONTENT MARKETING USAGE (BY TACTIC) n=985 3 Media (excluding blogs) 79 3 Social Telecom Education Article Posting In-Person Events eNewsletters 78 62 61 55 51 Case Studies Blogs 43 Webinars/Webcasts 42 Print Magazines 42 Videos 41 Promoting Content in Traditional Media 31 Microsites 30 Print Newsletters 25 Research Reports 23 Data-Driven Content Marketing 21 Podcasts 16 Digital Magazines 15 Mobile 11 Virtual Conferences 11 eBooks 9 White Papers 0 10 20 30 40 50 60 70 Figure 1 B2B Content Marketing: 2010 Benchmarks, Budgets and Trends MarketingProfs/Junta42 5 80 90 100 Additionally, they have a higher tendency to use content marketing to support the sales cycle—63 of respondents from the computing/software industry use content marketing for lead management and nurturing, versus 37 on average.. CONFIDENCE GAP Effectiveness Ratings of Tactics Among Users Believe it is Effective Believe it is Less Effective/Ineffective 31 Social Media (excluding blogs) 40 100 75 60 Blogs 45 Videos 46 Article Posting 55 54 50 White Papers 51 Print Magazines 49 53 Case Studies 47 50 55 eNewsletters 56 Webinars/Webcasts 44 72 69 45 In-Person Events 28 50 0 25 Figure 3 B2B Content Marketing: 2010 Benchmarks, Budgets and Trends MarketingProfs/Junta42 8 25 50 75 100 When looking solely at the marketers who are using each of these tactics (Figure 4), the confidence gap is particularly acute for certain content vehicles/strategies.1 • Social media (excluding blogs), although relatively new, is already widely adopted (79 ), but only 31 of respondents feel they are an effective tactic1.. CONTENT MARKETING TACTIC EFFECTIVENESS RATINGS: HIGH LOW Among those who use a particular content marketing tactic, what percentage of marketers believe that tactic is either “very effective” or “effective” Top Effectiveness Ratings Amongst Those Who Use A Given Tactic 72 ................Rate In-Person Events 57 .................Rate Research Reports 56 ................Rate Webinars/Webcasts 55 ...............
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