Content marketing remains a top priority for marketers going into 2013: 9 out of 10 marketers are using content marketing, reports the Content Marketing Institute. In many respects, content marketers are doing more, but uncertainty still exists. Here are some of the key findings from this year’s report.
Content marketers are using more tactics
This year, on average, B2B content marketers are using 12 tactics — a significant increase over the average number of tactics used in each of the past two years (8 tactics). Unlike last year, where articles reigned supreme, social media (excluding blogs) was reported to be the most popular content marketing tactic, with an adoption rate of 87 percent.
The use of all tactics has risen across the board, with one exception — print magazines have stayed the same, at 31 percent. Research reports, videos, mobile content, and virtual conferences are some of the tactics that have seen the biggest increases in adoption rates.
Content marketers continue to be uncertain about tactics
Even though marketers are using more tactics, they are still unclear about how effective they are — a trend that is similar to what we saw last year. As you can see in the chart below, marketers continue to consider in-person events to be the most effective tactic (at 67 percent).
Category: Industry News and Trends