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One might argue that the line between B2C (Business to Consumer) and B2B (Business to Business) marketing is blurry when it comes to online marketing. B2C and B2B marketers essentially use the same kinds of tactics which, increasingly, rely on social media.
But Business to Business Marketing, it seems, have become masters at content marketing, which can be broadly defined as the creation and distribution of compelling content in order to attract, engage, and retain customers. The latest report on the subject, “B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends,” developed and conducted by Content Marketing Institute and MarketingProfs, indicates that 9 out of 10 B2B marketers actively use content marketing. The study is based on a survey of 1,092 B2B marketers worldwide with the majority from North America.
While B2B marketers are committed to content creation, they deliver the content in different ways. The most popular content delivery tactics, according to the study, are article posting, social media excluding blogs,eNewsletters, case studies, in-person events, videos, and white papers. Some of the other means for content delivery include webinars, microsites, eBooks, and podcasts. Content marketing is most widely used by companies in professional services (94 percent), computing/software (93 percent), advertising/marketing (89 percent), and healthcare (89 percent.)
B2B marketers spend about 26 percent of their total marketing budgets on content marketing initiatives; however, smaller companies tend to spend a greater percentage of their budget on content marketing than larger companies. Over half (62 percent) of all B2B marketers say they will spend more money on content marketing in 2012.
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