According to a recent survey conducted by BtoB Magazine, 70.1% of B2B marketers plan to increase spending on website development in 2013. Study findings presented in an eMarketer article reveal that websites are the leading content marketing channel used by B2B respondents, making it the primary strategy for getting content in front of their prospects.
A study from Curata indicates 87% of B2B marketers in the U.S. used content marketing in 2012. According to the eMarketer article, content marketing will continue to be an essential tactic of marketing initiatives, as it will drive increased prospects, website traffic, and support the web development process. Of the B2B marketers surveyed in BtoB Magazine’s survey, 93% reported using their websites as the number one channel for content marketing, followed by social media (65%).
Despite the focus on websites as the main channel for delivering content marketing, respondents claimed that traditional forms of content marketing, such as print, will still be a major part of their marketing strategies. Gerry McGovern, CEO of Customer Carewords, stated in a CMSWire column, “Content is one of the most important methods I use to target these organizations. But it is a method, a tactic. Unless you are a professional media company, content is not strategy. Content serves strategy.”
In 2013, B2B marketers will invest in the channels they feel are effective in reaching their prospects.
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