B2B Content Marketing: 2012 Benchmarks, Budgets and Trends – the second annual survey from the Content Marketing Institute and MarketingProfs about B2B content marketing – found marketers' confidence to be increasing.

Specifically, it was revealed that content marketing made up 26 percent of ad spending of the more than 1,000 B2B marketers surveyed. Furthermore, 60 percent stated that they plan to increase their budgets to implement such tactics – which include blogs, online articles, forums, email marketing campaigns and more.

According to Business2Community, adopting this strategy can benefit marketers because it represents a more active approach. Consistently adding new information tells search engines to crawl a site more often, which subsequently improves rankings on popular search engines such as Google and Bing. This makes it easier for customers to find a company.

The study found online articles to be the most popular tactic, at 79 percent. Social media (excluding blogs) followed at 74 percent, blogs at 65 percent and email newsletters at 63 percent.

"One of the most interesting findings was what we term the 'confidence gap,' in which marketers use tactics but are unsure of how effective they are," said Joe Pulizzi, founder of the Content Marketing Institute. "While uncertainty still exists, marketers are becoming increasingly more confident in the content marketing tactics they are using." 

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