Content creation and management is the main focus for B2B marketers in 2012, according to Optify’s 2012 Marketing Athlete Survey Report. When paired with social media marketing, content can become a powerful lead generation tool for marketers.
According to the data, 30 percent of B2B marketers spend 15 or more hours per week creating and managing content. Lead generation (17 percent) and website management (16 percent) are the other main marketing initiatives seeing the same time commitment from B2B marketers. With respect to lead generation initiatives, social media is the most important channel for B2B marketers. Thirteen percent of survey respondents spend 15 or more hours a week using social media to generate leads, more than any other lead generation tactic.
Content and social media can be tied together to create successful marketing campaigns and, specifically, to drive new leads. From a Marketing Sherpa post, Jonathan Gebauer, Co-Founder and CEO of exploreB2B, said, “Content can effectively be posted and spread via social media. It is very important to connect your different channels. An infographic on Pinterest can link to an article. A guest post on a blog can link to a video on YouTube.”
As Optify’s survey report indicates, social media and content will likely remain a powerful combination in B2B marketing field; content is the driver behind effective social sharing, which could lead to tangible business results for marketers.