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Creating original content remains top issue for B2B marketers

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Spend more on content marketing.

According to MarketingProfs and the Content Marketing Insitute's recent study, titled B2B Content Marketing: 2012 Benchmarks, Budgets, and Trends, about one-quarter of marketers' annual budgets is spent on content marketing.

In addition, nine out of 10 B2B marketers are currently using content marketing to grow their businesses, while around 60 percent plan to increase spend in the area over the next 12 months.

However, content curation remains the biggest issue. Researchers found that 41 percent experienced challenges producing the type of content that engages prospects and customers. Similar results were found in an earlier study from HiveFire, which revealed the No. 1 content marketing challenge to be creating original content (73.6  percent). Making the time to do so (73 percent), finding high quality content (43 percent) and difficulty measuring results (36.5 percent) were also viewed as primary roadblocks.

Time may be an issue for marketers who utilize social media to distribute content, such as Twitter, LinkedIn and Facebook. According to the MarketingProfs study, the platforms are used by 73 percent, 71 percent and 70 percent, respectively. However, these outlets need to be constantly updated and monitored to achieve results, and can fail if nobody is assigned to the task. 

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