November 20, 2012: According to Curata’s B2B Marketing Trends 2012 Report , content marketing remains the top marketing strategy among B2B marketers, but challenges with originality and measurement are prevalent. This data is based off responses from more than 450 marketers to better understand the B2B marketing landscape.
The data shows 87 percent of marketers have content marketing strategies in place, up from 82 percent at the conclusion of 2011. Search engine marketing (67 percent), events (62 percent), and public relations (56 percent) are also cited as important strategies to achieve marketing success.
While content marketing is noted as the most widely utilized marketing strategy in 2012, creating original content is a challenge marked by 69 percent of survey respondents. Allocating time to content (65 percent), finding high-quality content (43 percent), and measuring results (40 percent) are also hurdles for marketers, as cited in the report.
From an eMarketer article on the topic, “The popularity of content marketing appears clear, especially among B2Bs. And measurement is undoubtedly improving as programs become more sophisticated and the marketers executing content strategies become more experienced with them. But devoting the energy to creating and executing original, valuable content will be a precursor to any other successes on the content marketing front.”
Content marketing is growing as a vital part of marketing strategies, as shown in these survey results. However, marketers will need to overcome the challenges of starting and sustaining a well-executed strategy in order to achieve success in the future.