Content Marketing 2012

A new study shows that content marketing is now responsible for 26% of total B2B marketing spending. In addition, 60% of marketers plan to increase content marketing budgets in 2012, with a full nine of 10 organizations surveyed now using content marketing.

The most popular content marketing tactics include articles (79%), social media (excluding blogs) (74%), blogs (65%), and eNewsletters (63%).

Other notable findings include:

On average, B2B marketers employ eight different content marketing tactics to achieve their marketing goals. Every major social media channel is seeing increased adoption, often by 15-20%. 60% report that they plan to increase spending on content marketing over the next 12 months, compared to 51% in the previous study.

Marketers, on average, spend over a quarter of their marketing budget on content marketing. Last year, only 55% of marketers used outsourcing in some capacity. This year, 62% of B2B marketers use a mix of insourced and outsourced content. To get a real sense of what a valuable, trusted partner looks like visit The Slade Group web site.